Tanaka to elevate Dyson's US profile

NEW YORK: Dyson, a major European vacuum-cleaner maker, has picked Patrice Tanaka as its US PR agency. It plans to enter the American market by the end of this year.

NEW YORK: Dyson, a major European vacuum-cleaner maker, has picked Patrice Tanaka as its US PR agency. It plans to enter the American market by the end of this year.

Dyson plans a $30 million-$40 million overall integrated marketing campaign.

It also recently took on Fallon Minneapolis to handle US advertising.

How much of that budget will be spent on PR has not been determined as of yet, but Tanaka plans to put seven people on the account, said Ellen LaNicca, president and cofounder of the agency.

Tanaka was chosen because of its experience working on integrated campaigns, and with such houseware brands as All-Clad Metalcrafters, a maker of high-end cookware.

"When it comes to the US, we're completely unknown, said Clare Mullen, Dyson group PR and communications director. In Europe, however, Dyson outsells all other brands of vacuum cleaner.

Tanaka's assignment will be to make Dyson known in the US, and to explain its patented cyclone technology. "Dyson is all about revolutionary technology, Mullen said.

Tanaka plans to showcase inventor and company founder James Dyson as part of its PR efforts. "We will certainly be leveraging James Dyson," said LaNicca. PR efforts will start before the fourth quarter. Dyson expects to be selling vacuums in the US by the end of the year, Mullen said.

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