Raising awareness of LCD TV manufacturer Cello Electronics through effective PR

Testimonial

Brian Palmer, Cello’s managing director, said: “Brand8 PR impressed us with their demonstrable understanding of the technology sector and is one of the few agencies able to provide a fully integrated service that successfully combines online and traditional public relations disciplines.

“We have been extremely impressed by the calibre of the work they have done for us and have been very pleased with the strong sales of the PVR TV. We are looking forward to working with Brand8 PR to continue to raise awareness of the Cello brand and secure further commercial opportunities.”

Objectives

British LCD TV manufacturer Cello Electronics appointed Leeds PR agency Brand8 PR to deliver a public relations campaign that would:

• Raise awareness of Cello and its brands amongst both retailers and consumers
• Establish the company as a manufacturer of affordable, leading edge LCD TVs to both retailers and consumers
• Ensure that Cello’s after sales service, called Contrast, is positioned as ‘best in class’ with both retailers and consumers

  When Cello and Leeds PR agency Brand8 PR initially engaged Cello did not have a website, so one was developed that could underpin the public relations activity and provide the central communications platform for the objectives to be achieved.

  Response

  Leeds PR agency Brand8 PR undertook a media relations campaign that focused on securing product placement opportunities for Cello’s range of LCD TVs within consumer technology and consumer interest media.

  The Leeds PR agency simultaneously undertook activity with the electronic consumer goods trade media to position Cello as a successful and innovative British manufacturer of LCD TVs.

  In particular, the campaign featured Cello’s introduction of the world’s first PVR TV that recorded onto SD cards, providing the company with an immediate and unique point of difference. The new TVs were sent to selected journalists and bloggers for product review and testing.

  Leeds PR agency Brand8 PR also created a Twitter feed for Cello and targeted influential blogs to communicate with technology savvy consumers and journalists.

  Results

  Over 60 pieces of offline coverage have so far been generated for Cello, with highlights including pieces in The Guardian, The Mirror, The Sunday Times, T3, The Times, Stuff, Zoo, Heat, Playboy, Home Cinema Choice, What Video, What Satelitte & Digital TV, Electronics Weekly and Sound, Vision and Install.

  A large amount of positive online coverage has also been generated and after being seeded on technology blog pocket-lint, news of the PVR TV quickly spread across the internet with pieces appearing on numerous influential consumer-technology related websites and blogs. It was also tweeted about widely on Twitter, after being picked up by technology loving users of the application who in turn helped spread news of the launch. Key online highlights included hits on whathifi.com, pocket-lint, engadget, AVreview, techradar and gadgetfever.

  The PR campaign by Leeds PR agency Brand8 PR also drove traffic to Cello’s website – www.celloelectronics.com - from a standing start to over 3,500 visits per month in less than three months. Since activity began the company has also received requests from potential stockists from within the UK and continental Europe for its products through the enquiry facility on the website.

  Additional coverage was also generated as a result of PR activity carried out by Leeds PR agency Brand8 PR around Cello’s inclusion in the Sunday Times Tech Track 100, with business-related pieces featuring in the Yorkshire Post, Northern Echo, thebusinessdesk.com and techradar.

previous service next service