A REFERENCE CASE THAT SHOWS THE CREATIVITY OF PRIDE PR
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1 CASE TIVOLI AUDIO
2 A REFERENCE CASE THAT SHOWS THE CREATIVITY OF PRIDE PR
3 CASE TIVOLI AUDIO COMPANY PROFILE Pride PR is a PR agency with a specialization in IT related industries. Pride PR is always looking for opportunities to execute new ideas to build relations and help our clients. Pride PR has the reputation of getting things done for their clients by thinking out of the box.
4 CASE TIVOLI AUDIO Pride PR has really made the Dutch press aware of the Tivoli Audio brand Duncan Pool, International Marketing Manager Tivoli Audio More than 170 unique articles published in the past year. How did we do it? WE LISTEN TO OUR CUSTOMER Pride PR started working with Tivoli Audio in Tivoli Audio, producer of an extensive range of uniquely designed audio systems, had just relocated their head quarters to the Netherlands, and they wanted to focus more on the Dutch market. They were looking for a PR agency to increase the brand awareness among consumers, by means of a day to day PR program to reach audiences they found difficult reaching themselves. WE DETERMINE THE OBJECTIVES 1. Build brand awareness among a more diverse target group than just the electronics and gadget press, with a special focus on lifestyle, interior design, and luxury products 2. Build and maintain good relationship with journalists and the blogging community 3. Create visibility for Tivoli Audio (company & products) GOAL / CHALLENGE
5 WE BUILD A SOUND STRATEGY CASE TIVOLI AUDIO We analyzed strengths and weaknesses of the Tivoli Audio brand to decide on the strategy. The Tivoli Audio products lend themselves to a focused and creative PR strategy, thanks to their unique design and their high quality. This is a product with which people really can identify and that can be coupled to a lifestyle. Tivoli Audio is the 'original radio company'. STRATEGY
6 CASE TIVOLI AUDIO WE MAKE IT HAPPEN First we did a press tour for all the influential lifestyle magazines, such as JFK, Quote, Men's Health, Esquire and Jackie. Then we kicked off the campaign with a press event in the 'Conservatorium Hotel', a beautiful hotel in Amsterdam, that really helped to reinforce the 'brand feel'. Tom DeVesto, founder of Tivoli Audio, presented the brand to a great multitude of journalists from the big national news papers, lifestyle and interior design magazines, gadget blogs and hifi media. After that we followed up with: 1. The introduction of new products in a unique and original way 2. Teaming up with partners that would reinforce the brand, such as CODE 3. Contacting interior decorators for magazines and offering Tivoli products for photoshoots 4. Participate in Elle Inside Design, showcasing Tivoli products to more than unique visitors Recently we organized an invitation only event to introduce the Albergo+, which is Tivoli's radio for hotel rooms. We transformed a beautiful location in Amsterdam into Tivoli Audio s Albergo, where journalists could get acquainted with the Albergo+ in the informal setting of a hotel room.
7 THE RESULTS CASE TIVOLI AUDIO Pride PR has made sure people know about Tivoli Audio in the Netherlands. We did not just build a fleeing relationship with the Dutch press, but a lasting one. Besides the usual PR activities, such as generating press releases and product reviews, we really managed to reach an audience with unique means and original settings. This resulted in a satisfied customer, a significantly heightened brand awareness and more than 170 unique publications in a very diverse range of media. RESULTS / BENEFITS In 2014 we will continue broadcasting the Tivoli message in a creative way.
8 Pride PR & COMMUNICATIE Evertsenstraat RZ LEIDEN The Netherlands T : E : info@pridepr.nl I : pridepr.nl
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