Holding the attention of the media for the duration of a phone call can be a challenge. BASF tapped Padilla to go beyond the ordinary in an effort to reach media in a new and compelling way.


Padilla knew it would require something special to convince journalists to ditch their desks and pay a visit to the BASF Crop Protection division headquarters in Raleigh, North Carolina.


The team successfully convinced 53 journalists from the United States, Canada and South America to step away from their offices for three days dedicated to learning more about BASF.


Capturing their attention required an agenda packed with exclusive and unique opportunities including:


The event drove nearly 160 interviews with print, radio and television journalists. More than 400 news stories amplified BASF’s messages, including in Reuters, Bloomberg and the Wall Street Journal. In all, news media coverage exceeded 35 million impressions. Additionally, more than 900 social media mentions were logged during the event, reaching a potential audience of more than a million.