Making a Splash in the US Market

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AI robot Robelf steals the show at TAITRA's press conference. (In Picture: Robotelf Technologies' Wei Chun Luo and emcee Linda Kruse)

In the battle for attention among CES's 4,500 exhibitors, Taiwan's foremost trade promotion organization, TAITRA (Taiwan External Trade Development Council) sought to expand beyond its early years of booth exhibits to hosting high-impact press conferences for its contingent of companies. To achieve this, TAITRA needed a US PR partner to oversee the event AND take their PR efforts to the next level. After an extensive selection process, they enlisted SKC because of the firm's hard-hitting, results-oriented strategy.

By leveraging SKC's marketing/PR expertise and media relationships, TAITRA celebrated a successful CES due in part to "standing room only" press conferences -- as well as high-profile media interviews. Our strategic approach was multi-pronged and leveraged the following tactics:

  • Comprehensive Event Planning and Management: We selected, hired, and managed the emcees, catering, audiovisual teams, hotel staff, photographer, videographer, invitations, and logistics to make sure the event ran smoothly, reflected the best of Taiwan, and was an enjoyable experience for all.

  • Message and Materials Development: With the variety of companies and products presenting, TAITRA needed individualized and targeted news hooks and PR materials. SKC worked with each company to tell their unique innovation story -- through press releases, fact sheets, demos, signs, photos, and video.

  • Creative Design: From press invitations to backdrops, standing banners, and room layouts, we designed materials that enhanced TAITRA's and Taiwan Excellence's image and story.

  • Full-scale Media Campaign: We dug into the latest CES reporting to offer trend pieces that mapped to presenter topics, built demos that appealed to the media's desire for photos and video, created custom media pitches, and conducted tenacious one-on-one outreach.

The results: Press conference crowds of more than 80 media and industry attendees in our first year of partnership, and over 100 in our second year -- and media coverage in some of the most widely read national and international media outlets. Meanwhile, a global audience of around 20,000 watched the conference livestream online each year. Highlights include:

  • Staged a high-impact press conference with a standing room only crowd.

  • Conducted comprehensive media blitz, which incorporated securing pre-event, day-of and post-event media outreach.

  • Secured coverage in nearly 150 national and international media outlets, including Forbes, Wall Street Journal, The Verge, ABC TV News, Huffington Post, Quartz, MSN Money, Yahoo! Finance, Taiwan News, CGTN America, World Journal, Sing Tao Daily, among many others. 

  • Secured interviews and/or demos with 48 key influential trade and business media.

  • Distributed press releases that reached 8.7B for online postings, 376M for online full-text postings.

  • Delivered project report, photos, and CES video to support TAITRA's ongoing marketing efforts.

What's more, the success of the CES events resulted in TAITRA selecting SKC to support them at the ISC West Conference, to just as much triumph.


With all of the moving parts of a show like CES, we needed a multi-talented team who would rise to the challenge. And SKC delivered! From media savviness, to writing, design, event planning, and project management chops, SKC orchestrated and delivered beyond our expectations. Everything came together beautifully. Sharon and her team are the best!Untitled design-6datadata:text/mce-internal,react-tinymce-2,%3Cimg%20src%3D%22https%3A//cdn2.hubspot.net/hubfs/2515999/Untitled%2520design-6.png%22%20alt%3D%22Untitled%20design-6data%3Atext/mce-internal%2Creact-tinymce-2%2C%253Cimg%2520src%253D%2522https%253A//cdn2.hubspot.net/hubfs/2515999/Untitled%252520design-6.png%2522%2520alt%253D%2522Untitled%2520design-6%2522%2520width%253D%252284%2522%2520style%253D%2522width%253A%252084px%253B%2520margin%253A%25200px%252010px%252010px%25200px%253B%2520float%253A%2520right%253B%2522%253E%22%20width%3D%2284%22%20style%3D%22width%3A%2084px%3B%20margin%3A%200px%2010px%2010px%200px%3B%20float%3A%20right%3B%22%3E:text/mce-internal,react-tinymce-2,%3Cimg%20src%3D%22https%3A//cdn2.hubspot.net/hubfs/2515999/Untitled%2520design-6.png%22%20alt%3D%22Untitled%20design-6%22%20width%3D%2284%22%20style%3D%22width%3A%2084px%3B%20margin%3A%200px%2010px%2010px%200px%3B%20float%3A%20right%3B%22%3E
~ Eva Peng, Strategic Marketing Department, TAITRA 

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