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Case History:
Experience Pays for Samsung and R&J Public Relations
When you’re
planning a major press conference to launch two new flagship
digital cameras for one of the world’s largest and most
successful brands, it pays to have experience. When Samsung
called on R&J Public Relations to introduce its
revolutionary new i5 and Pro815 digital cameras to the U.S.
market, our success depended entirely on our experience. |
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Of course, R&J
Public Relations had plenty of experience in the
photographic and consumer electronics industries from which
to draw in this endeavor. For an event of this magnitude
however, we thought we needed something more. Simply
showing off these incredible new products through a
traditional “press conference” event wasn’t going to be good
enough. We needed to find a way to showcase Samsung’s
global leadership as a technological innovator, and truly
enable the media in attendance to interact with the Samsung
brand.
What better way to do that than
to host the press conference at Samsung Experience, the
company’s incredible technology showcase located in the Time
Warner building on Columbus Circle in Manhattan? By
combining our experience with Samsung Experience, we figured
we had a sure fire recipe for success…… and we were right!
Mr. Seishi Ohmori
Vice President, DSC Development Center Samsung Techwin Co.,
LTD
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CNET Senior Editor - Aimee Baldridge
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Over 100 of the most
influential consumer electronics journalists in the country
descended upon Samsung Experience for our “Experience
Innovation” press conference event. All of our guests were
treated to a lavish buffet and heard informative
presentations from product experts and top Samsung
executives who had traveled from Korea for the event. All
were given hands on demonstrations, a wealth of information
on the new products and received tokens of appreciation for
joining us at the event. All of this was done in the midst
of a technological wonderland that had our guests looking
much like the proverbial kids in a candy store. At the
center of it all were the revolutionary new Samsung Digimax
i5 and Pro815 digital cameras.
The results of this experience speak for themselves, as the
new i5 and Pr0815 cameras began showing up in consumer and
trade magazines, newspapers and TV newscasts Websites and
blogs almost immediately after the event broke up. It was
the most successful product launch in the history of the
Samsung Digimax range, and it was all because of our
experience. |
