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To establish Mio Technology, the Belgium based handheld Satellite Navigation company in a fiercely competitive UK market.
Mio Technology is an innovative global manufacturer of hand held satellite navigation devices. The two philosophies that are found throughout everything Mio do are;
- Making sophisticated technology easy to use and accessible to all, regardless of technical competence
- Delivering feature-rich products at prices accessible to all
The above philosophies, coupled with the fact that the UK satellite navigation market is fiercely competitive called for a PR campaign above and beyond the normal ‘consumer tech’ approach.
Whilst the coverage in consumer technology media is essential, we felt that a bigger impact could be made by getting Mio in front of the right national journalists and lifestyle press to kick start the campaign.
Pitching technology to national and lifestyle media required an approach tailored to each publication. Underselling the technology would lead to no coverage, while technology over-kill would scare the journalists away.
Within the first six weeks of the PR campaign we achieved coverage in The Sunday Times, The Telegraph, The Independent, Auto Express in addition to major gadget titles. Mio Technology saw a 60% increase in sales in Q1, a quarter which normally sees a seasonal downturn.
The client has accredited this rise in sales to perfectly executed PR that has secured Harvard extra budget to involve Mio in exotic events. Watch this space….
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