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Indonesia: SCAA Portrait Country
Project type
Trade Show
Date
April 2015
Location
Atlanta, GA
Role
Branding & Project Manager:
- I lead communications & correspondence with SCA (Specialty Coffee Association) from operation, contract, advertising to lecture series.
- I lead Social Media account of "Remarkable Indonesian Coffee"
- I created and managed a special website for this show www.remarkableindonesiancoffee.com
- I lead Indonesia's Ministry of Trade government official hotel accommodation facilitations
- I lead Indonesian government officials and exhibitors expo registration
- I assist on exhibitors booth preparation
- I MC for the Opening Ceremony buyers night; showcasing Indonesian music, traditional dance, food and, of course, coffee.
- I assist on daily Coffee Cupping sessions with Q graders, baristas and roasters from companies such as Starbucks, Blue Bottle, Stumptown, Royal Coffee and Verve.
ROI
- Over US$ 235million from day-of-expo contract and sales, more unaccounted for after expo
- 392 containers of Indonesian coffee sold
- 400+ buyers and stake holders attended pavilion
- 100+ Q graders, lead roasters and baristas attended coffee cuppings
A massive exposure for Indonesia at the most prominent specialty coffee trade show in America. Indonesia was the Portrait Country at the 2016 Specialty Coffee Expo in Atlanta and multiple activations was done throughout the 3 days of expo. This was such an honor and a pinnacle for Indonesia's specialty coffee awareness in America and among key industry professionals.
Branding activities are as follows:
- Special tag line to use all across platforms: "Home of the World's Finest Coffee"
- Lecture Series; Coffee plantation owners and farmers gave lectures on specific specialty coffee / cultivation subjects, samples of Indonesian coffee CPG products for attendees
- Open Coffee Bar: complimentary espresso to showcase various Indonesian coffee, used branded "Home of the
World's Finest Coffee" cup
- Coffee Cupping: Q graders and industry professionals get to taste the coffee from exhibitors
- Produce promotion video: interview with America's Specialty Coffee legend, Lead Roasters, Brand CEO, Caffe Managers and green coffee Buyers.
- Opening Ceremony; live traditional music & dance performance and Indonesian signature culinary
