As the US crop protection division of BASF prepared to host a large-scale international media event in Chicago, there was an opportunity for BASF Canada to participate by creating its own Canadian program. The company looked to ON to ensure that BASF Canada was well represented — and that key Canadian agricultural journalists took part in the event.
With ON’s help, close to a dozen key journalists spent three informative days in Chicago, networking with panellists and presenters and exploring issues around innovation and sustainability in agriculture. A half-day Canada-specific presentation was designed to culminate with a number of one-on-one interviews with the Canadian reporters.
By all accounts, the event was a success. It resulted in a tremendous amount of media coverage: 50 related news stories appeared in agricultural trade publications and community newspapers. Most importantly, new relationships with the agricultural media were established to help support future media relations efforts. BASF Canada was well represented at the event and in the media coverage that followed.