Case Study: Bentley

PR Success Story: Software Launch Partner South Africa


When Bentley Systems, one of the world’s leading tech companies, decided to make South Africa the launch pad for their brand new Minecycle software applications, they approached Red Ribbon to make sure the global launch event got the attention it deserved.

A month prior to the launch, the company’s marketing manager resigned, leaving it up to us to not only publicise, but also coordinate the entire operation.


Working closely with trusted suppliers, we acted quickly and efficiently, coordinating a high profile guest list of over 300 delegates and media representatives for the two-day event. We worked tirelessly to ensure that every element of the event ran smoothly – from guest registration to catering, photography to speakers.

The result was an enormously successful launch that attracted representatives from companies such as Anglo American Platinum, Anglo Gold Ashanti and De Beers, as well as a wide range of media representatives from publications in the mining, engineering, water and utility, transport and technology industries.

At the event, we also coordinated a series of video testimonials from top-tier clients, which we produced for their website. We also lined up media interviews and managed to arrange photography for the company’s annual yearbook in the process.

It was incredible to see our one-stop marketing shop kick into high gear, and deliver under the sternest of pressure.


• Coordinated the global launch of new mining software with more than 300 local and international attendees from blue-chip companies.
• Full event organisation from guest registration to catering, AV requirements and photography.
• Hosted a press roundtable during the event with journalists from technology and mining publications.