Challenge:
LaCie is one of the industry’s most prestigious brands; however awareness of the company and its product portfolio in the UK was limited to more specialist Mac press. The AxiCom consumer technology team was asked to generate an ongoing campaign designed to create interest and excitement around LaCie and its product offering within the wider UK media, particularly targeting the consumer technology and lifestyle press.
Actions:
Focusing on the design aspect and performance of LaCie’s product portfolio the consumer technology team developed an intensive PR programme which incorporated:
• An aggressive news and reviews programme aimed primarily at consumer technology and lifestyle (including national and regional newspapers) magazines
• Regular one to one familiarisation meetings between LaCie representatives and key media targets
• The campaign had a heavy focus on consumer and lifestyle media with the message that LaCie provides ‘stylish storage’ which fits with the increasing demand for technology that not only works but looks good in the home
Results:
• LaCie products have appeared in over 175 articles since October 2007 including leading publications such as Tatler, Stuff and Boys Toys
• Recently won the IT Reviews Recommended Award for its Ethernet Disk Mini
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