DTEK

Location: Ukraine

Task: Arrange and manage a press tour for national media in order to exchange experiences, strengthen existing relations, and make the media more loyal. Develop a creative concept for the press tour.

Action: M&P developed the concept dubbed “Unclassified Files” (as an allusion to the Russian translation of The X-Files series). On the press tour, journalists were cast into an atmosphere of an action movie, each of them enacting an agent ordered to obtain complete and valid information. Journalists were allowed to ask DTEK top managers any questions about the company’s business strategy and to visit its core assets.

Results: The press tour was attended by representatives of national and local media, business TV channels, and Ukrainian and Russian news agencies. The Company received positive coverage in the press.