The process of planning, marketing, designing, and executing the virtual press conference was much the same as that of its in-person equivalent. However, extra effort was made to ensure the event would enjoy a high level of engagement and interactivity.

As with an in-person press conference, the virtual event was organized into three major parts. In this case, the first was a pre-event webpage featuring a ‘virtual lobby’. The team designed the page to enable participants to ‘enter’ the virtual exhibition hall and view the press conference agenda.

On the actual day, the event began with a virtual media reception complete with emcee to ensure smooth progress. During this segment, speakers gave opening speeches to highlight how the first-hand experience of a trade show can be paralleled using the platform. A video presented further details about the new business unit, leading the way to the press conference’s centrepiece – a virtual media tour and product demo.

As participants explored the virtual exhibition hall, speakers demonstrated how different booths could display anything from organizer information to vendor shows. By clicking on a booth, visitors could see its full realistic rendering including its name and detailed description, and access interactive experiences such as live chat and scheduling, meeting and messaging functions.

Demonstrating how a virtual press conference can be a highly effective dialogue, speakers used a real-time video call to meet virtually with other guest speakers, leading up to a lively media Q&A session. As the event ended, media members stayed in the virtual exhibition hall to download press releases and photos and make direct contact with exhibition stakeholders.