Objectives:
In November of 1999, Sun Microsystems, Inc. contracted Incendio International to execute a global series of conferences called Sun Tech Days. The objective was to attract more Java, Solaris and Jini developers worldwide.

Recommendation:
We developed an international PR campaign to elevate the conferences. Sun had the commitment of several executives, including Scott McNealy, James Gosling, Ed Zander and Stuart Wells, to keynote at each event. We utilized these executives to garner press coverage for the conferences. In each country, we conducted press meetings, press conferences as appropriate, and press receptions also as appropriate. We also wrote and edited the keynote speeches to fit each executive's area of expertise while keeping consistent messaging.

Results:
The Sun Tech Days tours reached over 160 press people in 17 countries. Coverage of the conference appeared in major media such as Bloomberg, The Financial Times, Le Monde, Nikkei Business Journal, Singapore Straits Times, The Wall Street Journal, El Pais, La Repubblica, the China Daily News, and the India Times, among others. Sun expanded the tours the following year, and Incendio expanded its campaign to meet the growth of the conference. Incendio was also awarded an International Mercury Award for this campaign in 2000.