Huge media coverage re-launches technology company
The brief
The New Zealand branch of a large multinational technology company was seeking to re-launch its brand and reposition itself in the market after 25 years of business in New Zealand. The catalyst for the re-launch was to be a technology Expo where the client could showcase the breadth and depth of its technological know how and create awareness for how its products were in fact being used by hundreds of thousands of New Zealanders every day.
The challenge was how to attract the target audience to the event and how to ensure that the company received a high degree of publicity.
The Synthesis approach
Working with their local marketing personnel, in conjunction with the company’s global marketing team, Synthesis developed a high quality brochure and media kit giving an overview of where the company had come from and what its major achievements had been during its 25 years in New Zealand. Details of the Expo and some of the company’s latest technological innovations were also outlined.
Being supplied with an incomplete database of media contacts, Synthesis researched all the print and on-line publications, sites and blogs likely to cover such a story and built a comprehensive contact list. Media kits, invitations and emails were then distributed to this list, with Synthesis also handling the media liaison immediately prior to and during the event.
The results
The Expo attracted high visitor numbers throughout the day, with many potential customers. The media coverage generated by the event exceeded expectations, with the highlight being a 2 minute slot on Channel One’s news. Articles also appeared in many of the major daily newspapers throughout the country, as well as in numerous IT magazines, websites and blogs.
This publicity successfully re-launched our client’s brand and opened up new markets and product areas for the company.
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