Adobe released the latest version of its award-winning Creative Suite product for the graphic design and publishing markets. In order to extend the coverage lifecycle for this major launch, Newell PR and Adobe developed a series of media preview briefings, which would be aimed at select influencer journalists who routinely cover Adobe.
The goal of the briefing series was to generate coverage over a significantly longer span of time than would normally occur with one launch event. In addition, the multiple previews allowed Newell to focus on drawing media and consumer attention to the component software applications of Creative Suite as well as the suite in its entirety.
Newell PR implemented a campaign aimed at building strong media interest in the newly released creative solution in the region but in a way that would appeal to the creative community and the press who cover it. The previews would begin with the launch of Creative Suite in April, continue with subsequent preview briefings featuring the main component pieces of Creative Suite (Photoshop, Illustrator and InDesign) coming roughly once a month, and culminating in a major press conference announcing the release of Creative Suite in Chinese (Traditional and Simplified) and Korean in August.
“Everything but the idea” was a key theme of the launch of Adobe Creative Suite. For the initial media preview, select influencer journalists were invited by a specially designed media teaser, a tailor-made Adobe cookie jar that contained all the CS “cookies”. The first media preview was also held in a local tea & coffee shop that featured the work of local artists in its décor, to further emphasize the connection between Adobe, CS and the creative professional community in Hong Kong.
InDesign CS launched in the summer at the Conrad with Tim Cole, Adobe CS Evangelist, as the guest speaker.
At the final briefing, the theme was “What’s IN” as Adobe unveiled Creative Suite in two key Asian languages, Chinese and Korean. For InDesign CS, this marked the first-ever Adobe localised version of the product. In order to feature the Chinese element of the Suite prominently, an invite with a “_” (a character symbolizing Chinese language) painted onto a mahjong tile over a map of north Asia was sent to the media. The venue, Hutong restaurant, for the final briefing was selected based on its Chinese characteristics to further connect with the unique element of the product.
More than 25 IT journalists attended the “What’s IN” Press Conference in August.
Working to a tight but defined timeframe, Newell helped successfully launch Adobe Creative Suite to the Hong Kong market. The sustained campaign has resulted in a steady stream of reviews and articles in key Chinese and English language publications. More than 60 significant stories were generated with more expected following the final media briefing. The campaign has comprehensively strengthened the leading position of Adobe in the creative professional arena.
To help establish a strong footprint in both the US and Europe, Kony employed Affect and Johnson King to boost its brand among industry leading organisations by generating awareness of multi-channel mobile strategies.
Working closely together, the US and UK teams run a traditional media, awards and analyst relations programme for Kony in both regions, while the UK handles Kony’s social media campaigns globally.
To raise Kony’s profile across the US and Europe, Affect and Johnson King run aggressive, fully integrated campaigns for Kony to establish and position the company as a leading, go-to authority on multi-channel mobile strategy.
In addition, to boost Kony’s brand among UK app developers and help get the company a foot in the door with industry leading organisations in the UK, Johnson King launched a digital media campaign using social media channels such as Facebook, LinkedIn, Meetup.com, and Twitter, alongside launching and managing the company’s corporate blog.
Johnson King and Affect also worked to raise Kony’s thought leadership profile among key vertical media by placing bylined articles for the company’s executives, creating a dedicated industry awards programme and supporting the company’s analyst relations efforts.
The campaign has been hugely successful in both regions, with a nearly 100% increase in media coverage during the course of the year in the US and an over ten-fold increase in media coverage in under three months in the UK. The company has connected with over 560 Twitter users, including key press and journalists from The Financial Times, ZDNet and FSTech, as well as promising business prospects. Johnson King has also helped build a base of over 160 LinkedIn group members and 200 Meetup.com followers, as well securing coverage in leading print titles including the Financial Times, New Media Age, Computer Weekly, Mobile Marketing, Mobile Industry Review, Internet Retailing and Marketing Week.
In the US, Affect has placed Kony in top-tier publications such as Mobile Commerce Daily, Mobile Marketer, ITBusinessEdge, Internet Retailer, Dow Jones, Wireless Week and CIO. In addition, Affect secured 12 analyst briefings in three months for Kony, resulting in inclusion in two sought-after matrices. Kony was also named a Gartner “Cool Vendor”.
As a result of the US awards programme, Kony was named the People's Choice Winner for the BlackBerry World Awards. Additionally, Kony has been named a finalist for the most innovative company of the year by the American Business Awards.
RGB Networks is at the forefront of ensuring service providers all over the world are able to deliver and monetize TV Everywhere services which enable consumers to view any video content they want, anytime they want and on any device they choose. With competition in the market intensifying at a breakneck speed, RGB turned to Mobility PR and Johnson King to help establish itself as the leader in multi-screen video delivery across the Americas and Europe. RGB has also used the services of Global Reach partner EBA Communications to distribute news to media in China.
RGB was also expanding its remit to include the mobile industry, and worked with Mobility and Johnson King to boost its brand awareness as the preeminent provider of mobile video solutions that enable mobile and telecoms providers to easily expand their TV Everywhere trials into a commercial-grade service available to all their customers.
Mobility PR and Johnson King collaborate closely to execute comprehensive media and analyst relations campaigns, as well as awards and speaker programs, for RGB Networks in North America and Europe.
Rather than rely solely on news-driven press releases, Mobility PR and Johnson King have used all the tools in the PR tool chest to build awareness of RGB Networks and its multi-screen solutions with the cable, telecom, mobile, Over-The-Top (OTT) and all other industries it targets.
By aggressively pursuing editorial opportunities, placing contributed articles, securing executive profiles, regularly updating analysts, entering awards programs, generating buzz around RGB’s presence at trade events and helping to establish and contribute to RGB's blog and social media program, Mobility PR and Johnson King have substantially improved the awareness of RGB Networks with its key customers audiences.
Thanks to good strategic planning and excellent tactical execution, Mobility PR and Johnson King have both generated a regular drumbeat of impressive media coverage for RGB Networks in key U.S. and European IT and trade media, significantly boosting RGB’s brand awareness in the Americas and putting the company on the map amongst key European stakeholders.
Since working with Mobility and Johnson King, reporters and analysts frequently approach RGB executives for their insight on the state of the industry and on emerging trends. RGB is regularly featured in all key U.S. and U.K. trade publications, including Broadband Magazine, Broadband Technology Report, Cable & Satellite International, CED, Communications Technology, Digital TV Europe, Euromedia, FierceCable, Light Reading, Multichannel News, ScreenPlays Magazine and Videonet.
The company is also regularly featured in trade show daily publications – for example at IBC 2011, RGB appeared prominently in every issue of the IBC Daily publication on all five days of the show.
As a result of the U.S. and European awards programme, RGB is regularly receives prominent industry awards and accolades, including SCTE's Technological Innovation of the Year Award, TelcoTV Vision Innovation in Video Processing Award, and a finalist nod for Light Reading’s Private Company of the Year Award 2011.
In spite of the fact that data centre companies are among the fastest growing in the tech sector, data centres aren't widely considered to be exciting. In fact, data centres are at times viewed negatively, because of their high levels of energy consumption, with the New York Times reporting that demand for power from the industry grew by 56 percent in the five years up to 2010.
Verne Global’s data centre offers something entirely different. Located in Iceland, it is powered entirely by geothermal and hydroelectric renewable energy. Global Reach was tasked with raising the topic of data centres to mainstream and broadcast media appeal and with achieving recognition for Verne Global’s sustainability credentials. It was also tasked with getting the topic of data centre energy use onto the agenda of policy makers.
Message development, media relations, analyst relations, blogger and influencer relations, global campaign co-ordination, event support, speaker programme, political lobbying, crisis management.
Countries and Regions Covered
EMEA (pan-European focus with local campaigns in the UK and Germany) and USA.
‘Verne Global’ brand is now synonymous with ‘green data centres’.
Mass media coverage across business and trade media and mainstream TV.
Data centre energy use now influencing the European political agenda.
Verne Global is seen as one of the leading sustainability champions in the technology world.
Starting in the US market in 2009 and expanding to Europe in September 2011, the campaign was designed to show that Iceland was a sensible, and indeed strategic, place to locate a data centre. The objective was to make data centres ‘cool’ by developing mass media coverage, winning high profile ‘green’ awards, and gaining influence for Verne Global within the European Commission.
The media campaign developed momentum, not only with technology trade media but also with the wider business media, by focusing on issues such as ‘dirty data’, carbon reduction legislation and the rise of renewable energy. Through a range of activities including media tours to Iceland, a CTO thought-leadership programme, by-lined opinion articles, regular guest blog columns, in-depth features and executive interviews, Verne Global was propelled to the forefront of the fight for sustainable business practices and corporate social responsibility.
A broader human interest angle was also brought to the Verne Global brand, framing its messaging in terms of being an essential solution to achieving a sustainable future and this was used to develop mainstream TV exposure.
A comprehensive awards programme targeted both industry-specific awards and those focused on sustainability (including Sustainia, an awards body run by Arnold Schwarzenegger and European Commission officials).
Other facets of the campaign included a speaker programme for Verne Global to present not only at industry and business conferences, but also at grassroots and academic conferences, helping to establish the company as one of the leading champions of sustainability in the technology world.
The importance of Verne Global speaking directly to the right political figures was recognised from the outset and the company met face to face with high profile European officials.
Verne Global received mass media coverage (across trade, business and mainstream TV), political exposure and widespread awards recognition. On the back of its massively raised profile and increased credibility the company has won high profile customers including German car manufacturer BMW.