In the dynamic world of strategic communications agencies, few campaigns manage to leave as deep an impression as the “IA Press Tour.” The collaboration between MarketCross and NVIDIA not only captured the attention of key audiences in Latin America, but also consolidated the prestige of our public relations agency by winning the silver trophy at the Eikon International Awards.
The objective was clear: to get across NVIDIA’s message about how it is disrupting the artificial intelligence (AI) market to a broad local audience in three strategic Spanish-speaking markets – Argentina, Peru and Mexico. MarketCross devised a PR strategy designed to educate, engage and humanize the brand through a high-impact press tour.
First Stop: Argentina and the magical AGS
The starting point was the Argentina Game Show (AGS), the most prominent annual technology event in the country. More than 100,000 attendees interacted with NVIDIA technology at the event, while our strategic communications agency managed an intense media relations schedule. We set up 18 interviews with top publications including Forbes and Telefé, thus ensuring coverage in mainstream and niche audiences.
This first stop was not only an opportunity for NVIDIA to showcase its technology, but an opportunity for MarketCross to demonstrate its prowess in press relations and strategic communications.
Challenges in Peru: Technology in the Face of Adversity
The tour continued to Peru, where it faced a greater challenge. A medical emergency prevented the company’s main spokesperson from traveling from the United States, however technology provided an answer: setting up remote interviews that generated more than 100 million OTS (Opportunities to See). Here, our experience as a PR agency was critical in being able to adapt the strategy in real time, ensuring the continuity and impact of the campaign.
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Mexico: The Perfect Finale
The last stop was Mexico, where we set up 11 interviews with Tier 1 media including Reforma and Milenio. Each interaction reinforced NVIDIA’s commitment to the region, while our public relations team consolidated connections with key journalists, content creators and reviewers. On balance, the campaign resulted in a total coverage of more than 700 million OTS.
The Award: Eikon International Silver Award
Winning silver in the “Press Relations” category at the Eikon International Awards did not just mean winning another trophy. It is the acknowledgement of a carefully executed strategy by a global strategic communications agency with a local perspective, which understands the importance of having a dedicated approach in each country and that focuses on innovation and the human element.
“The IA Press Tour was more than just a campaign, it was proof of how impactful a well-executed strategic communications can be. As a PR agency, we understand that beyond the numbers and the technology, what really matters are human connections and generating a lasting impact,” said Cristela Reyes, CEO of MarketCross.
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The Eikon Awards recognize communication campaigns and planning in Latin America and other countries in the Spanish-speaking world that are developed by companies, NGOs, governments or political parties, communications agencies or other private or public institutions.
The Eikon Awards have 3 chapters and 23 categories. In recent years, MarketCross has received awards for campaigns with its clients Avast (Gold and Silver, 2023) and Tiendeo (Gold, 2022).
About MarketCross
We are a global public relations agency that since 1996 has been helping to create connections between great brands and their audiences in an innovative and personal way, enhancing their reputation and narrative to drive business outcomes.
Our track record of co-constructing with more than 300 clients from diverse cultural backgrounds and industries has given us a unique perspective for delivering customized and effective strategic communications solutions to anywhere in the world.
Our team of experts, located in major cities around the world, combines a global outlook with in-depth local market experience and a sense of curiosity that transcends borders and ensures that they stay abreast of the changes and trends occurring in different markets and societies.
MarketCross has received several different international awards including the Latin America Excellence Awards (2016 and 2018), Eikon Chile (2022), Eikon Argentina (2023), Eikon Internacional (2023 and 2024).
