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Overview
Intelsat, a global satellite communications firm, transformed from an intergovernmental organization to a private company in July 2001. Since privatization, all activities and strategies were centered around a planned public offering in late Spring 2002. With the implosion of the telecom industry and the downturn in the global economy, Intelsat decided to postpone its plans. With that decision made, Ogilvy PR created a new communications and media outreach program to increase awareness of Intelsat's brand as well as its products and services.
Strategic Recommendations
In order to generate and maintain favorable global media coverage for Intelsat, Ogilvy PR planned to cultivate relationships with key trade and business media in target markets worldwide and exhibit Intelsat's history of reliable global service and build awareness in emerging markets. Ogilvy PR used its offices around the world to execute local public relations opportunities such as media tours and breakfasts, press conferences and speeches at conferences.
Program Elements
Ogilvy PR developed an integrated communications plan designed to raise Intelsat's profile using the tactics below:
| Intelsat Corporate Visibility Program
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Scheduled Intelsat executives to speak at business and industry conferences.
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Created a 40th Anniversary campaign and tagline "Building on 40 Years of Leadership" to promote Intelsat's experience. The 40th Anniversary is featured on Intelsat's website, in press releases and an important component in community relations activities.
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Promoted Intelsat's transmission of the 2004 Summer Olympic Games to the United States.
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Pitched Intelsat's commitment to the communities where it has offices (e.g. Bell High School Groundbreaking in Washington, DC, London community project, Cotlands Baby Sanctuary in South Africa) and to local media.
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| Media Outreach Support for Sales & Marketing
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Reached out to trade publications to support Intelsat products and services for video, government/
military, broadband and carrier services. Publicized case studies to promote Intelsat advantages to customers.
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Used editorial calendar opportunities to pitch products and services. Created an opportunity for an Intelsat executive to participate as a panelist with Asia Pacific Broadcasting to promote Intelsat's expertise.
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Promoted Intelsat to the media at trade shows such as: NAB, Satellite 2004, IBC and CommunicAsia.
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Growth Regions Media Outreach
Africa
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Leveraged a contracted public relations partner in Johannesburg to facilitate Intelsat brand/name recognition on a continual basis. Targeted both trade and general interest publications.
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Worked with local customers to host a charity golf tournament celebrating Intelsat's 40th Anniversary with proceeds benefiting the Cotlands Baby Sanctuary.
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Held media breakfasts/press conferences coinciding with executive travel to the region and new announcements.
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