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An event promoted by IP Key Latin America, a project directed by the European Commission and implemented by the European Union Intellectual Property Office (EUIPO), brought together key members from the public and private sectors of Mercosur to discuss the importance of GIs in the region. The event took place in Belo Horizonte, Minas Gerais, Brazil, the Brazilian state with more geographic indications.

For this project, we executed a comprehensive media strategy that included the creation of a press release focused on the event and Geographical Indications (GIs) in general. We also crafted five exclusive interview pitches, each with unique angles tailored for different spokespeople. Our efforts extended to coordinating media activities both online and on-site during the event, as well as managing video recordings with professional videographers. These concerted efforts resulted in significant media traction, garnering 17 pieces of coverage with an estimated online readership of 78.4 million and approximately 40.8 million estimated views.