In 2022, the VITAE International Foundation held the first VITAE Summit at the Vatican, an unprecedented event that brought together world-renowned artists and global leaders, including the participation of Pope Francis. This event marked a remarkable effort by the foundation to foster a global conversation about how the arts, media and entertainment can be vehicles for cultural transformation that promotes the common good and hope.
With the strategy led by AXON Marketing & Communications, the VITAE Summit sought to maximize the impact of its universal values messages through extensive media coverage. Shared agendas were established with journalists and media agencies in Europe, Latin America and the United States, achieving an effective integration of diverse media to amplify the visibility of the event. Actions included press conferences, exclusive interviews and collaborations with local and global media, ensuring that the message of hope resonated in different cultures and regions.
The results were extraordinary: more than 1,400 publications in 60 countries carried the details and significance of the event, with coverage that included appearances on primetime shows such as ‘The Tonight Show Starring Jimmy Fallon’, and on high-profile platforms such as ‘Time Magazine’ and ‘Vatican News’. Celebrities such as J Balvin, Denzel Washington and Andrea Bocelli not only attended, but also shared their experiences, extending the reach of the event.
The VITAE Summit not only reached an estimated audience of nearly two billion people, but also generated an estimated advertising value of more than $100 million, underscoring the event’s undisputed success in connecting the arts with universal values on a global scale. The resonance of the event was such that future editions were planned in Mexico City, Los Angeles and again at the Vatican, consolidating the VITAE Summit as a catalyst for the common good through culture and art.
