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In response to the unprecedented global disruption caused by the COVID-19 pandemic, governments, businesses, and individuals faced significant challenges in ensuring the safe return to international travel. The need for a reliable, universally accepted solution to verify COVID-19 status—whether through negative tests or vaccinations—became critical. Recognising this, International SOS, in partnership with the International Chamber of Commerce (ICC), developed ICC AOKpass, a blockchain-based digital certificate app designed to securely verify individuals' health statuses. Sermelo was tasked with promoting usage of the app, navigating a highly competitive landscape increasingly filled with new digital health passes.
The primary challenge lay in differentiating ICC AOKpass from its competitors while driving both awareness and widespread adoption. The overarching goal was not only to promote ICC AOKpass as the most secure and reliable option for international travel but also to establish International SOS as a thought leader in global health security, ensuring that their solution was seen as an important aspect of the return to travel.
Sermelo developed a strategic media relations programme that combined product promotion with activity that positioned ICC AOKpass as essential for the safe return to international travel. Targeting top-tier media outlets and key sectors like travel, risk management, and human resources, Sermelo showcased how ICC AOKpass could enhance safety and support business continuity. Key spokespeople were given opportunities to address important topics such as the future of travel, the role of technology in public health, and the significance of public-private collaboration during a global crisis.
Leveraging its expertise in high-profile media engagements, Sermelo ensured clear and credible messaging that resonated with target audiences. The CEO of International SOS participated in select interviews with prominent media outlets like Bloomberg TV and The Economist, reinforcing the brand’s authority on pandemic-related travel solutions.
The six-month media relations campaign exceeded expectations, generating significant media attention and establishing ICC AOKpass as a trusted solution for pandemic-related travel. During this period, Sermelo successfully secured 36 pieces of earned media coverage, including 8 high-profile broadcast features. This included placements in top-tier outlets such as Bloomberg TV, CNBC, City A.M., and The Economist—critical for reaching decision-makers and influencers within the travel, health, and business sectors.
In addition to the volume of coverage, the quality and reach of the media engagements were particularly impactful. The media strategy resulted in thought-provoking interviews, in-depth articles, and feature stories that framed ICC AOKpass not only as a practical tool for businesses and governments but also as a key part of the broader discussion on public health, safety, and economic recovery.
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