SANTA CLARA, CA: Even though Intel's new advertising blitz doesn't officially launch until Monday, its communications team has been building buzz around the campaign, while also working to sustain the momentum into next week.
“Sponsors for Tomorrow,” which highlights the company's engineers and achievements, officially begins its run on May 11, but has already been featured in top-tier media like The New York Times and The Wall Street Journal. But now, with the actual kick-off days away, PR is tasked with keeping up the interest.
“It's a challenge for us in PR,” noted David Dickstein, senior Intel media relations manager. “We are developing additional angles to sustain the momentum - even for the entire life of the campaign, which is three to five years. But this campaign encompasses so much, so there are many angles.”
The team expects a “quirky” follow-up business story in the Times that focuses on one element of the campaign, as well as regional coverage about the featured engineers in their local media outlets. The engineers, in particular Ajay Bhatt who co-invented the USB and is the subject of the ad campaign, were media trained to do interviews surrounding the launch. Communications efforts will now also focus on events later this month that will weave in elements of the campaign, like a women's blogging event and a children's science fair. Intel will also ring in the NASDAQ bell on Monday.
“We don't want to incorporate [Sponsors for Tomorrow] into everything but definitely in areas where there are natural fits,” Dickstein said. “Because talking about tomorrow is what we do every day, there are a lot of [of opportunities for us to sustain the coverage]."
Ogilvy PR is assisting on consumer outreach, but Dickstein said the primary targets for this campaign are business media, marketing trades, and technology press more than consumers. Burson-Marsteller is also helping with coverage measurement. The company's advertising firm, Venables Bell & Partners, worked on the creative components.