IV World Conference on Creative Economy
Client: Uzbekistan Arts & Culture Development Foundation (ACDF)
Location: Tashkent, Uzbekistan
Workstream: Global media relations & international press strategy.
I led the Media Relations team, partnering with global strategic communications agency Danari Global and strategic architects Basilinna, to position Uzbekistan’s creative economy on the world stage through the IV World Conference on Creative Economy.
The Challenge:
Use the IV World Conference on Creative Economy in Tashkent to place the country’s creative economy firmly on the global map. Not only as a host destination, but as an emerging cultural and creative hub worthy of sustained international attention.
This meant moving beyond event-day coverage to secure credible, high-impact storytelling in top-tier global outlets - before, during, and after the conference.
The Approach:
We executed a six-month strategic PR campaign designed to build momentum, attract the right international media, and convert conference programming into publishable, narrative-driven coverage.
Pre-event Media Engagement:
Hosted and coordinated London-based media events and targeted briefings.
Convened journalist roundtables to shape the understanding of Uzbekistan’s creative economy story.
Arranged high-level media interviews at Frieze Seoul, ensuring the conference and Uzbekistan’s cultural agenda entered global cultural conversations ahead of Tashkent.
International Media Delegation:
Secured a curated delegation of 17 international journalists spanning the UK, North America, Asia, Europe, and Latin America to attend and cover the conference - balancing cultural, business, and news desks for maximum reach and credibility.
On-the-ground Interview Engine:
Facilitated 40+ on-site interviews, creating consistent opportunities for timely, quote-ready stories and deeper features.
Included high-profile interview access with ACDF Chairperson Gayane Umerova, supporting leadership visibility and message alignment.
Strategic Media Partnerships:
Established partnerships with influential titles, including Harper’s Bazaar, Reuters, Frieze, and Vogue Arabia, to broaden awareness and drive sustained global interest beyond the event cycle.
Results (earned media):
595M+ total media reach
1.3K+ pieces of coverage
25+ long-form features
Global Impact:
The campaign successfully strengthened Uzbekistan’s reputation as a credible, contemporary creative hub, generating visibility with influential international journalists and media outlets. Translating a single conference moment into lasting narrative equity for the country’s creative economy.
