Hexagon LIVE 2025: Turning a customer event into 42 pieces of media coverage and 2 million in reach
The Client
Hexagon is the global leader in measurement technologies. With over 17,000 employees, their solutions ensure productivity, quality, safety, and sustainability in a wide variety of industries. TFD serves as the PR agency for Hexagon’s Infrastructure & Geospatial Business Area (Hexagon I&G) and one of the preferred suppliers to its Divisions, covering geospatial and construction technology.
The Challenge: Getting the right eyes on the right story
Hexagon LIVE Global – the premier technology conference exploring how AI, digital twins and robotics are shaping industry – brings together leaders, innovators and practitioners from around the world for four days in Las Vegas.
The challenge was clear: how do you transform a busy, content-rich conference into meaningful, lasting media coverage – and use the opportunity to strengthen relationships with key media and influencers?
With editorial teams stretched thin and schedules packed, attending a four-day event is a real commitment. The programme had to make every moment count – offering access, insights and experiences journalists simply couldn’t get from a press release or a Teams call.
The Approach: A programme built around each journalist, not the agenda
We developed a bespoke media strategy centred on surfacing what’s most relevant for each journalist and their audiences.
We designed minute-by-minute itineraries tailored to each journalist’s beat. Tailored itineraries gave each journalist dedicated time for keynotes, roundtables, live product demos, and one-to-one briefings with Hexagon's technical experts – but also room to connect with customers, explore the show floor, and write up their stories.
Direct access to leadership
The roundtable brought all attending journalists together with the new President of Hexagon I&G immediately after his keynote. The format was deliberate: no prepared Q&A, no exclusives — just an open conversation. For journalists, it meant direct, unscripted access to a division leader. For the new President, it was a chance to expand on his keynote vision with a room full of the industry’s most influential voices.
The session paid dividends well beyond the event itself because the President’s insights were still being referenced in editorial coverage months later, including in Geo Week News.
A live podcast recording on the show floor
For the first time at Hexagon LIVE, we had a dedicated space on the expo floor for The Geoholics – a well-known industry podcast – to record live conversations with experts and attendees walking around the conference. We also coordinated and scheduled interviewees, ensuring the sessions ran smoothly and delivered content that their audience would find genuinely valuable.
Spokesperson preparation
In parallel, we equipped Hexagon’s spokespeople with tailored briefing documents ahead of the event. Each document was built around the specific journalist they'd be meeting, their publication, their readers, and the angles most likely to resonate. This meant that experts felt confident and could stay on-message while ensuring the conversations were relevant for the journalist.
Product launches with hands-on access
Hexagon LIVE served as the perfect launchpad for the Leica DS4000 – a utility detection radar capable of identifying underground assets up to 60% deeper than traditional systems. Journalists got first-hand access to the technology and the engineers behind it, generating the kind of in-depth coverage that press releases alone cannot achieve.
The event also provided a platform to build momentum around recent launches, including the Leica CoastalMapper – an airborne bathymetric LiDAR sensor – with live demos driving detailed questions and feature-length articles.
This was an excellent conference, and your help with the scheduling was very much appreciated. Please pass along my gratitude to the entire team. I certainly felt very welcomed.
The Results
9Journalists & influencers attended | 22Interviews conducted | 42Media hits generated | 2MTotal potential reach |
Nine journalists and influencers attended Hexagon LIVE Global 2025 covering Hexagon I&G – including top-target geospatial and construction titles such as GIM International, Geo Week News, Construction Briefing, Engineering News Record, and LIDAR Magazine, alongside podcast The Geoholics and influencers from Content with Media.
Hexagon experts took part in 22 interviews spanning topics from AI’s evolving role in surveying to the future of robotics in construction. The Leica DS4000 product launch alone generated 12 standalone media hits, including three placements in top-tier construction publications.
Social media amplified the reach further. Journalists and influencers made 27 posts during the event, spotlighting live announcements and extending the conversation to their own audiences in real time.
Share of voice spike
Perhaps most tellingly, Hexagon LIVE Global 2025 drove a measurable spike in share of voice for Hexagon I&G. During and immediately after the event, Hexagon achieved more than twice as many media mentions as its nearest competitor.
An event like Hexagon LIVE brings together the people who shape our industry – technical experts, customers, partners, and the journalists and influencers who carry the conversation forward.
Our experts don’t just present products – they have real depth, and journalists appreciate that.
We want to enable a genuine, high-quality exchange. TFD didn’t just organise media logistics, they created the conditions for those conversations to happen.