Cases:
Launch of HD DVD for ToshibaToshiba launches HD DVD, a new video format aimed at replacing the DVD. The company finds itself in the middle of an impending 'format war' the industry has not seen since the VHS against Betamax struggle in the 1980ies. Farner PR is assigned the task of positioning Toshiba as the leading company engaged in the discussion around the succession of the DVD-technology. Also, the consumers’ trust in the new format has to be strengthened, and the general publicity of Toshiba and the respective products has to be raised generally.
The agency conceptualises and plans a communication strategy for HD DVD and the respective equipment. Farner PR develops core messaging and platforms, establishes a stock of background documentation, creates, edits and distributes press releases, ensures sample handling, builds and maintains continuous relationships with journalists and supports a nationwide thematic roadshow with media relations.
The publicity of Toshiba and its products increased in specialized press and particularly in the press for the broader public. Toshiba is strongly associated with the topic of the „succession of the DVD“. The trust in the new format is drastically enhanced. Also, a strong contact network to Swiss journalists is established.
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Product PR for personal peripherals
Farner PR supports the market leader of personal peripherals that enable people to work, play, and communicate in the digital world effectively. The company's products combine essential core technologies, continuing innovation, award-winning industrial design and excellent price performance. The agency is responsible for creating and distributing press releases, shipping logistics of sample products, maintaining contacts with media and organizing One-to-One interviews with members of the senior management. Farner PR achieves continuous and broad media coverage, both of new products and mangagement.
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Launch of a video gaming console
Farner PR and Farner Events introduce the first representative of a next generation video gaming system into the Swiss market. The product exhibits various complex features and novel uses. It addresses a larger target group than both its predecessor and the competition. Farner PR develops communication strategies, creates and edits press releases, writes texts for websites, leaflets, brochures and newsletters, coordinates press trips and interviews, arranges and organises press conferences, manages the sample handling and acts as first contact point for media inquiries. The agency also supports the client in marketing communication activities. Farner Events develops, plans and manages numerous events for consumers, retailers, partners and the media, and is responsible for a smooth event development. Farner PR, in close interaction with Farner Events, succeeds in transporting the core messages to diverse and partly new target groups, without confounding the existing client base. The communication activities reach new media audiences and help establish a sustainable journalist network. The console obtains unparalleled media coverage.
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