Challenge
Excalibur Technologies was a leading player in the search and retrieval market. Following the merger of its business operations with Intel's Interactive Media Services division, our brief was to successfully manage a re-branding campaign under the new name Convera. The overriding aim was to maintain the company's established reputation whilst educating the media about the new identity of the company.

What we did
A strategic campaign was constructed, which comprised a series of press releases highlighting the key messages, press briefings to outline Convera's position and issues-based commentary to further emphasise these points. Added weight was given to the campaign through a series of by-lined articles within both the business and IT press. Events and shows were also integral to the activity and support was provided to ensure the messages and positioning were apparent at all times.

Outcomes
Media reaction following the rebranding was positive. Today, our analysis continues to show that Convera has successfully educated its key audiences - via the business and IT press - that it is a key player moving forward within the search and retrieval market, with solid foundations from it's Excalibur background.

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