The Chocolate Manufacturers Association (CMA) holds an annual one-day "Chocolate Symposium" to bring the media and other stakeholders together to learn the finer points of the chocolate industry.
Because attendance at the event was limited, the group teamed up with Fleishman-Hillard to create a webcast of a chocolate tasting, bringing the sweet event to journalists wherever they live.
Strategy
"We wanted to extend the experience to media who were not able to attend the event," says Stacey Kerans, Fleishman VP. The universal ...