A strategic media outreach campaign aimed at building awareness of Lucanet’s flagship annual conference, Lucanet World
Lucanet, a Berlin-based global provider of end-to-end CFO software solutions, wanted to become famous for its flagship annual event, Lucanet World. To achieve this, they challenged us to spark media buzz and bring journalists to the event, extending the conversation well beyond the two-day gathering itself.
The Challenge
The challenge lay in breaking through to the media. In today’s landscape, it is increasingly difficult to convince journalists to leave their desks and attend events in person, making on-the-ground presence hard to secure.
At the same time, Lucanet World, while an important showcase for the company, was primarily a customer-first event; product updates and company announcements that resonate internally are rarely enough to grab external media attention. Aspectus therefore faced the task of reframing the event, creating alternative story angles and fresh opportunities that would spark journalist interest and ensure Lucanet World was talked about beyond its own walls.
Our Approach
Our approach centred on using timely data as a hook to capture journalists’ attention. Knowing that relevant insights grounded in current trends are one of the most effective ways to engage the press, we created an on-the-ground survey for Lucanet World attendees. The questionnaire focused on pressing issues for finance professionals, from the impact of tariffs and AI adoption to ongoing skills and talent shortages. After the event, we analyzed the responses to uncover the most newsworthy findings, repackaged them into a media alert, and pitched to journalists – ensuring Lucanet World remained part of the conversation even beyond the event.
The survey provided fresh, event-led insights that we could quickly package into a post-event media alert, maximizing relevance for the press. This strategy proved highly effective, resulting in 13 pieces of coverage across a range of outlets, including key industry titles such as Treasury Today, Trade Finance Global, Finance Feeds and CTMfile.
Results we’re proud of
13
Pieces of coverage across the treasury and finance press
7
Interviews secured with key publications, including Handelsblatt
1
Byline secured with Treasury & Risk discussing the data
All in the details
High volume of media coverage
Secured 13 pieces of coverage for the media alert exploring the data gathered at Lucanet World.
Thinking outside the box
Knowing journalist attendance would be limited, we devised proactive ways to generate buzz and ensure Lucanet World gained meaningful media attention.
Tailored spokesperson support
Before each interview, we provided tailored briefings, equipping Lucanet’s spokespeople with key messages, anticipated questions, and confident responses to ensure consistent, impactful media engagement.
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