TRON
intro
Justin Sun / TRON – A leading global blockchain platform and cryptocurrency ecosystem.
Justin Sun, CEO of TRON, sought to establish a credible, high-profile presence in Switzerland, a global hub for finance and blockchain innovation.
Over two strategic campaigns in 2021 and 2022, the objective was to introduce TRON’s expansion plans and position Justin Sun as a thought leader on digital currencies and international trade policy (WTO Ministerial Conference) within the Tier 1 Swiss and international financial media landscape.
client
TRON - Justyn Sun
service
International Media Relations & Press Office Management (Geneva), Tier 1 Journalist Outreach, Exclusive Interview Strategy & Press Conference Coordination.
sector
Cryptocurrency / Blockchain, FinTech
year
2021-2022
blog
The strategy unfolded in two major phases. In December 2021, we launched TRON’s Geneva presence with an intimate press event targeting Tier 1 Swiss business media.
(Le Temps, Agefi, Bilan) and Tier 2 mainstream outlets (Tribune de Genève, Heidinews). A tailored, bilingual pitch secured 4–5 high-quality coverages, establishing initial trust and visibility.
In June 2022, we elevated the narrative to a global policy level, aligning with the 12th WTO Ministerial Conference. This phase focused on securing high-impact, in-depth coverage (min. 200 words) and exclusive placements. We successfully negotiated an exclusive interview with Reuters and secured features in Bloomberg, I24 News, Allnews, and Bilan, positioning Justin Sun not just as a crypto founder, but as a key voice on the intersection of blockchain, luxury, and global trade infrastructure.
Both campaigns utilized a mix of private one-on-one interviews and small group press meetings to foster deep, substantive dialogue with journalists, resulting in sustained, positive coverage across print, digital, and broadcast channels.
Outro
Through consistent, high-level media engagement in Geneva, Pyxis Media successfully cemented Justin Sun and TRON as influential, credible players in the European financial and regulatory conversation, moving the narrative beyond crypto speculation to serious infrastructure and policy leadership.
Credits
PYXIS MEDIA
Strategy & Lead Consultancy
Marielle Morerod
Senior PR CH Lead
Tron
Client Lead