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Whitcoulls Case study: Whitcoulls eBook platform and Kobo eReader launch, June 2010 Goals: To use PR to position Whitcoulls as the market leader in the eBook space combining a century of book knowledge and expertise with the latest cutting-edge technology. Execution: The launch strategy involved building anticipation and bringing key opinion-formers on board from the beginning. Once these opinion formers were on board the roll out of widespread messaging commenced, complemented with the continued strategic placement of key messaging and a layering of editorial stories while building the unique propositions. Success: Lassoo created a launch that stormed the media. An extraordinary array of media coverage was achieved as a result of PR activity, including TV One and TV3, press, online, trade, blogs and review sites. The campaign was so successful, demand exceeded expectations and stock sold out within the week. |
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