Dubai and Northern Emirates Turkish Business Council
Designing More Than a Press Trip
When South Korean dental implant leader MegaGen chose Türkiye for its first overseas production facility, their investment announcement needed to reach Türkiye’s business media with authority and impact. Roke designed a four-day press trip to MegaGen’s headquarters and production facility in Daegu, South Korea, bringing carefully selected Turkish journalists to experience the company firsthand. The result: 94 media coverages across TV, print and digital platforms, reaching an audience of 2,529,928 people and over 3 million social media followers.
Our Approach:
- Narrative Supported by Experience: While content was king, the perception of South Korea added depth. MegaGen Türkiye’s first communication activity was designed as a four-day press trip, including visits to MegaGen’s plant and HQ in Daegu, and the U.N. Memorial Cemetery in Busan.
- Result-Oriented Media Selection: Journalists and media outlets were carefully selected based on their influence and audience, aiming for maximum visibility and media engagement.
- Multi-Dimensional Content Strategy: While the main goal was to visit MegaGen’s facilities, additional stops were included to help journalists enrich their coverage and produce more diverse content.
Key Outcomes:
- A total of 94 media coverages were secured: 7 on TV, 13 in print, and 74 online, including appearances in prominent national outlets. In addition, 14 pieces of content were shared on the social media accounts of media organizations.
- National broadcasters such as A Para and 24 TV covered the investment announcement. In print, award-winning journalist Kerim Ulker from Dunya Daily led coverage. Digitally, 74 outlets, including notable platforms such as Aa.com.tr, Bloomberght.com, Mynet.com, Patronlardunyasi.com, and Medimagazin.com.tr, published the story; the total audience for these publications amounted 2,529,928 people.
- On social media, coverage was shared by major accounts such as Capital and Ekonomist magazines, state-run Anadolu Agency, and Halk TV, reaching over 3 million followers in total.
Additional Steps:
- After the press trip, a live interview featuring Dr. Cem Dergin, CEO of MegaGen Türkiye, and hosted by Ozlem Doganer, Editor-in-Chief of A Para TV, was organized as a complementary step.
