Pure

Objectives

Pure is the world’s leading manufacturer of broadcast and radio systems. The global campaign kicked-off in September 2009 with projects in France, Germany, Italy and Ireland, and an ongoing campaign in the US. It is managed centrally by a dedicated coordination team based in London, UK

  • Promote wireless music and radio systems
  • Raise awreness of digital radio and educate the public on its benefits
  • Introduce Pure and its products into the different markets  


 

Strategy

The projects are coordinated by a central team, which liaises with the individual country teams, sharing ideas, content and best practice. The central team guarantees a consistent look and feel of the individual campaigns, standardized documents and processes, and acts as the first point of contact for the Pure PR Manager

 

Results

  • Introduced Pure to the French, Irish, Italian and US markets
  • Increased brand awareness and recognition for Pure in Germany
  • Portrayed Pure as an innovative company and demonstrated the range of different products available
  • Launched Pure Tag music service in Germany and Italy
  • Met with key Journalists at CES, MedPi, IFA and at local press events
  • Achieved 977 cuttings and arranged 144 product review across five markets in one year

Innovation

Various PR tactics to drive more traffic to Pure’s website to differentiate and show personality:

  • Distribute business cards with website address at key tradeshows
  • Host press events with key audio and consumer/lifestyle publications and broadcasts to educate them about digital radio
  • Product launches at national tradeshows, including IFA and CES
  • Arrange interviews with Pure spokespeople to discuss the benefits of digital radio, Internet radio, music streaming and Pure’s products/strategy
  • Arrange competitions, partner with key consumer and lifestyle publications, offer Pure radios as prizes
  • Reach out to relevant bloggers and journalists, offering review products and images as well as further info
  • Issue soft news on Christmas shopping trends and tips for Christmas gifts

Testimonial

  

We appointed LEWIS PR because we needed a PR consultancy that could proactively run the PR program for our wide range of digital radios in France, Germany, Ireland, Italy and the US. We have been consistently pleased with the service and results received. LEWIS understands the nuances of different countries and the local media, and uses this knowledge well to drive international campaigns and messages with a local approach. The team has helped us to establish a global network of press contacts. It's a pleasure to work with the team at LEWIS as they are always organised and reliable when it comes to addressing new challenges.

Vicky Hewlett, Senior PR Manager

 
Specialism EventsMulti-countryOnline