Trade Estonia · Technology and government

The challenge

After new EU grant funding, Trade Estonia wanted U.S. visibility for the country's emerging technology, defense and cleantech companies, with American investors, policymakers and reporters.

The approach

Built the U.S. media strategy and story angles across defense, technology and cleantech.

Pitched national and defense reporters, including on a defense press trip to Tallinn with company demos and a meeting with Estonia's Minister of Defence.

Prepared spokespeople and created content for U.S. audiences.

The results

Brought The New York Times' Lara Jakes to Tallinn as part of a multi-reporter media trip, resulting in "A Tiny NATO Nation Is Cashing In on the Threat Next Door," which also ran in print. Additional coverage in USA Today, Bloomberg and Defense One, among other top-tier outlets.

Positioned Estonia as a modern technology and cybersecurity leader in the eyes of American investors and policymakers.