As the news media are difficult to convince, we needed a simple idea to attract their attention. So how did we do it? The invitation was printed on a Travellers Cheque,which was placed inside a dog’s 'kennel' and 'guarded' by a toy dog. What more security do you need?

In total,90% of recipients attended the conference.The conference also attracted PR and media coverage (within two weeks, 88% of the attendants made some kind if media coverage through Internet, newspapers,TV,magazines, etc.).