Client: Actavis

Type of event: Media tour of Actavis company

Objective: Introduce journalists to the company, its business performance and future plans, especially in view of its fast growth in the global market for generic drugs and strong presence in the region.

Time of visit: from 5^th to 9^th July 2005

Location: Reykjavik, Iceland




Actavis Company entered Serbian market in 2003 with the acquisition of control equity package in Leskovac’s Zdravlje Company. In March 2005, regional representative office of the company was opened in Belgrade.

In cooperation with the agency, Actavis initiated a regular and high-quality communication with the media. Within an activity coordinated with company’s communications managers in Serbia and Iceland, five journalists (’’Politika’’, ’’Večernje novosti’’, ’’Pregled’’, NIN, RTS) visited company’s Reykjavik headquarters in July 2005.

Journalists talked with Hordur Thorhallsson, Director for Iceland, Gudbjorg Edda Eggertsdottir, Executive Director of Sales and Marketing, and Gudrun Eyjolfsdottir, Executive Director for Quality. During the visit to Iceland, journalists also met with the President of Chamber of Commerce of Iceland.

In cooperation with the management in Serbia, the agency prepared a brief for the management in Actavis headquarters. We prepared press material including a press release on company’s performance, detailed fact sheet on Actavis Company, information about Iceland, and illustrative photographs. During the visit, a representative of the agency was available to journalists for all additional requests, such as organization of interviews, special video stories, etc.



Eleven articles were published following the visit. Further, in addition to a report in the news program, RTS crew also aired a 60-minute special about the visit.