Client AC/DC Lighting Systems

Project To promote the use of energy efficient cold cathode lighting in commercial applications.

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.


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



Over 500 column inches achieved including opinion articles, product stories and other coverage.


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.

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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