It's Product launch day
Launch day is approaching. The leading UK brand of industrial printing equipment used globally by the food and pharmaceutical packing industry have a new and exiting range of products to reveal to the worlds media onto and their target audience. OK, so I use the word "exciting" with a certain caution. Label printers may not set everyone's world on fire, but they are important and the new technology needs to be communicated through the manufacturers well developed media channels. Esteemed members of the world packaging trade press were flying in for an exclusive pre-launch preview at a location within Cambridge University and they were going to be able to see and touch the new products and talk with the designers who had made the technological leap possible. Design Original , a creative marketing agency specialising in exhibitions and events, were tasked with making it a memorable occasion.
But what about the people who can't be there ?
- Other media channels
- Existing and potential customers
- Resellers and business partners
- Investors and analysts
- The hundreds of employees who made it possible but weren't on the invite list who just can't make that date
Goal Achieved
Within 24 hours of the event, the industry media were publishing high quality communicative imagery of the event they had attended, ensuring the corporate image was maintained using images that the editors actually wanted to use.
Controlling The Communication
Controlling the communication of the launch is vital. The media is being given access but you don't want product pictures hitting the web before the official day, and you need to know that when pictures do hit the media that they reflect the company and it products in a way the communicates the ethos correctly. If you let the invitees bring their own cameras, then you are unlikely to get the optimal messaging across.
Design Original created a theatrical feeling by placing the products and display materials within a separate stage, curtained off to maximise the effect. Coloured lights added drama. Being a key customer, Design Original called on Barry's photographic creativity to capture and communicate the energy to those who would not be present.
