Epson targets the family with Frank consumer drive

Digital imaging giant Epson is to launch a consumer PR campaign to position itself as a ‘family-oriented’ brand.

The firm has hired Frank PR for that campaign, which will be based on what the agency’s joint-MD Andrew Bloch describes as a ‘Truman Show-style social experiment’.

Bloch said the campaign’s aim was to ‘get Epson’s name into the consumer arena’ and that it would involve recruiting a family – dubbed the ‘Epson Family’ – who would go on a national promotional tour early in 2004.

It is understood the account, ultimately promoting products such as ink-jet and laser printers, scanners and digital cameras, has fees in the region of £150,000.

Frank won ‘Campaign of the Year’ at last month’s PRWeek Awards for a similar campaign, the ‘Nicktoons TV Family’, for Nickelodeon UK (PRWeek, 31 October). But Bloch said: ‘The similarities end with the name.’