Situation / Challenge

The Halifax International Security Forum (HFX) iis dedicated to strengthening strategic cooperation among democracies by bringing together top leaders to discuss threats, challenges and trends related to global security. 

HFX hosts its yearly Halifax International Security Forum in Halifax, Nova Scotia in mid-November. The event attracts over 350 of the world's leading political, defense and foreign affairs leaders, as well as leading experts from private sector industries and academia. 

To reinforce its mission, HFX charged Sage with recruiting top-tier U.S. press to attend the annual event and generate widespread exposure.

Approach

In collaboration with partner Summa Strategies, Sage provides strategic counsel, targeted media outreach, and press room support for HFX. We coordinate with global dignitaries, heads of state, and military leaders to facilitate press conferences, media roundtables, and press scrums on-site. In addition, we secure print, broadcast, and online media attendance for on-site and remote coverage. Sage cultivates relationships with members of the national security, policy, mainstream, broadcast and defense trade press, and offers insight into hot-button issues by the Forum's VIP attendees.

Results

Sage has consistently demonstrated success in securing media attendance and garnering media coverage for HFX year over year. In 2022, we secured 26 U.S. media in attendance and 13 accredited media for remote coverage. Key highlights include:

• 1,661 print/digital media hits: +1,118 or 305% YOY from 2021

• 140+ broadcast hits: +136 or 3,500% YOY from 2021

• More than 3B online impressions: +1.9B YOY from 2021

• Unique broadcast hits on CNN, PBS NewsHour, CBS News, Fox News, and ABC 7

• Strong attendance of U.S. Congressional Delegation press conference, media roundtable with Ukrainian DPM Olga Stefanishyna, and media scrum with Sviatlana Tsikhanouskaya

• Global syndication of stories from Associated Press

Coverage