CAMPAIGNS: Product launch - HPR on track to maximise its exposure

Client: Pentax UK

PR Team: Harvard Public Relations (HPR)

Campaign: Launch of digital camera range, SLR and zoom compact versions

Timescale: September 2000 - ongoing

Budget: pounds 15,000

The digital camera market is one of the most competitive consumer

technology sectors. Analysts predict that its revenues will have taken

over the traditional film camera market by the end of this year.


To maintain brand loyalty among Pentax's existing customer base (adults

aged 35-55) and target 'early adopters' aged 25-plus. To support

Pentax's brand values and world-class reputation.

Strategy and Plan

The challenge facing Harvard was to pinpoint a relevant message at a

time when Pentax could have been considered late on to the market with

its product. Instead of announcing Pentax's 'first' digital camera,

Harvard focused on functionality and form, highlighting lens quality

over number of pixels and positioning the Pentax digital camera as equal

in image quality to traditional film cameras.

The launch took place at Brands Hatch racing circuit, where journalists

could try out the products themselves. With media split into groups

according to publication, two Pentax spokespeople were assigned to each

group, giving comprehensive information about the new products.

Measurement and Evaluation

About 75 per cent of those invited attended the event, leading to 100

per cent coverage in first-tier media, including The Sunday Times, The

Guardian and the Daily Mail, and in lifestyle magazines such as FHM,

Boys Toys and T3. A further 68 pieces have since been written in

regional and photographic media and reviews have also appeared on Sky

TV's The Right Stuff and on The PC Programme (Carlton TV).


Pentax received ten awards for 'best buy' in 2000, but PR showed its

worth when market research conducted by Pentax revealed editorial

coverage had yielded more consumer recall than advertising.

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