Catalyzing Change: The Making of a Global Summit
United Cities and Local Governments (UCLG) is committed to empowering local governments worldwide. The organization had the unique privilege of hosting one of the first international summits following the COVID-19 pandemic—the Culture Summit in Izmir. This event was pivotal for fostering global conversations about the importance of culture in sustainable development. The summit brought new challenges, particularly in communicating its significance to a local, national, and international audience. Soydanbay Consulting was hired to oversee all communication efforts of the event.
- Theme and Narrative Development
- Communication Planning
- Messaging Strategy
- Stakeholder Coordination
- Multichannel Communication Strategy
- Digital Marketing
- Traditional Advertising
- Public Relations
- Launch Campaign
Mastering the Symphony of Stakeholders
Navigating a complex timeline and the divergent needs of varied target groups, we recognized the need for a nuanced strategy. Drawing upon the AIDA model—Attention, Interest, Desire, Action—we segmented our tactics into traditional advertising, digital marketing, and public relations. Traditional advertising aimed to instill citywide awareness and pride, while digital marketing was calibrated to engage younger demographics, including disadvantaged youth and women. Public relations focused on elevating the summit’s profile at a national level.
“The communication strategy was brilliantly executed, seamlessly tying together various stakeholders. Günter’s work elevated the Summit to unprecedented global attention.”Fikriye Yeltetik – Communication and Advertising Manager / City of Izmir
The AIDA Model in Action
Our multi-week strategy operated on a vertical logic. Each channel is activated progressively, designed first to capture attention, then to pique interest, arouse desire, and finally spur action. This laser-focused approach facilitated community involvement and successfully put Izmir on the map for our international delegates, effectively serving our dual goals.
An Orchestra of Messages—Local and Global
We developed a cohesive communication campaign centered around two core objectives: The first was to mobilize the city’s residents and national media, transitioning them from mere awareness to active involvement. The second was to promote Izmir as an appealing destination to international delegates.
Beyond the Buzz—A Strategy’s Lasting Legacy
Our comprehensive communication strategy successfully fulfilled its objectives. Local awareness soared, evidenced by high local attendance and media coverage. Meanwhile, Izmir’s profile was elevated to an international level, attracting a diverse delegate assembly. The campaign was an unequivocal success, impacting not only the summit but also paving the way for future global events in Izmir.