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| Client | AC/DC Lighting Systems |
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| Project | To promote the use of energy efficient cold cathode lighting in commercial applications. |
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| Objective | To target architects, lighting designers and users and inform them of the benefits of a traditional product that has been updated and is now ideal as a means of providing attractive and energy efficient lighting in office, retail, hotel and leisure environments. |
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| Action |
A planned PR campaign over an 18 month period, covering: Trade press liaison covering press release, opinion articles, editor visits and interviews, and photo stories. Introduction of a new corporate identity - to create new brand awareness. Direct PR, incorporating the following: Customer focus groups in regard to new product development A newsletter targeted at key groups The development of a new full colour catalogue A seminar on new product development in partnership with Philips Lighting - held at the Institute of Directors in London and Edinburgh |
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| Results |
Media Over 500 column inches achieved including opinion articles, product stories and other coverage. Partnerships Focus groups which generated over £70,000 of business. Seminars which attracted 60 of the UK's top lighting professionals. Product development groups are now being formed and include these target audiences. |
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| Business success |
Turnover up 30% during the campaign period. Cold cathode lighting is now recognised as ideal for use in many prestigious installations, including the Trafford Centre and Burj al Arab hotel, Dubai. |
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