Cisco Systems dominated international media with a major concert event promoting a global social cause

Cisco Systems sought a high-profile event platform to help establish a global brand in conjunction with a major European trade show, hiring BSS principal Kevin Bartram to co-develop a series of international concert events.

Three concerts were held concurrently in New York, Geneva and London to call attention to United Nations hunger relief programs and to showcase the power of the internet in bringing people together on a global scale. Cisco was featured as the primary corporate sponsor of the three major events, all global telecasts and the significant on-line programming developed for NetAid. The concerts were streamed in a webcast, receiving more hits over a 24-hour period than any site had to date.

The team worked closely with the United Nations Development Program, music producers, major artists (including Bono, Sting, Quincy Jones and approximately 40 others) while building a program that served our client’s interest in being seen as a global thought leader. The event ultimately gained the support of such world leaders as President Clinton, Prime Minister Blair and UN Secretary General Kofi Annan.

Kevin’s expertise resulted in substantial global exposure for his client, the cause and other partners. NetAid continues as a foundation that communicates information about global hunger issues and programs, and remains committed to reducing global poverty through creative partnering and networking.