NEW YORK and LOS ANGELES: Epson is bringing the power of its latest printers to the people.
In early 2003, Epson will bring photo exhibitions to galleries in New York and LA, featuring the work of renowned photographers such as Greg Gorman, Jay Maisel, and Joyce Tenneson. All the photos will be printed on Epson's latest printers.
"It's one thing to tell people how good our image quality is," said Pam Barnett, Epson's PR manager. "It's something else to show them."
The show is called "Epson - Realize Your Passion." Coordinating the show and other PR efforts is The Blaze Company, based in Venice, CA.
"This show is very smart on Epson's part," said Steve Spurgeon, VP at Blaze. "It allows technology to be put into a human context. It really gets into the customer benefits of the technology, and a picture is truly worth a thousand words."
This is the second year Epson is embracing the art world to promote its products, with widespread coverage last year by the broadcast and print media.
"We were covered by The New York Times as an art exhibit," says Barnett.
"With all the press coverage of the exhibits, we reached over 100 million people."
Spurgeon calls the shows effective PR because the press has responded much more strongly to the art exhibits than it would to a press release, and the coverage of the shows reaches a massive audience.
And while it may be the photographers who are attracting huge crowds, Epson clearly benefits from all the attention.
"These shows take the brand promise and make it very tangible for everyone to see," says Spurgeon. "All the images are produced by Epson. The proof is in the pudding. There can never be a more direct or clear translation of that."
Along with the art exhibits will be a traveling photo-printing workshop, demonstrating to advanced amateurs in 27 cities how to create digital prints.