Press event for new products
- Client
- Premium Audio Company, LLC
Press event for five major premium audio brands leads to impact five times greater than initially expected
Five premium audio brands including ONKYO, Pioneer and Integra held a joint press event in Japan.
At the venue, ONKYO’s products for touch and try were displayed. In addition to this, a Japanese actor who is related to ONKYO appeared on stage as a special guest, resulting in a PR effect worth several hundred million yen, mainly from key Tokyo TV stations.
Challenge
Maximize the news value and make an impact via key media outlets
Our goal was to dispel reputational damage to the brand (the bankruptcy of ONKYO and Premium Audio Company, LLC have no connection). After this, we needed to establish a new brand image by presenting new products from five major brands through creating contexts and staging plans that could be well-received by the media.
Approach
Two strategic phases of PR
To draw the attention of the media, initially we distributed a press release that included the contents of the press event as a teaser. While generating expectations, we held the press event immediately afterwards. The event included the launch of featured items and a talk session with a special guest.
K&L’s Value Proposition
Planning
- Communication planning
- Media planning
- PR planning
Execution
- Press releases, broadcasting
- Press event
- Launch event
- Casting
- Media invitation
Display of touch and try products
Media interview
Venue: AKASAKA INTERCITY AIR
Media companies shooting the presentation
TV Asahi’s “Good!Morning”
TV Tokyo’s “WORLD BUSINESS SATELLITE”