MINNEAPOLIS: Consumer electronics and photography brand Polaroid has selected R&J Public Relations as its AOR.
The relationship came from an assignment from a Polaroid licensee for the brand's Z2300 instant digital camera that R&J worked on in the summer, said Scott Marioni, EVP and owner of the New Jersey based PR agency.
Prior to R&J, Polaroid worked with Atomic, and before that, Weber Shandwick handled PR for the brand.
Polaroid representatives were not immediately available for comment.
R&J, with a team of five staffers, is working on a variety of PR elements for the brand, including product promotion, media relations, corporate communications, social media engagement, branding, and crisis preparedness, said Marioni.
In terms of media outreach, the firm will target both lifestyle and trade media, he added.
“Polaroid is known as a photo and imaging brand, but it's becoming much more than that as the company continues with is resurgence,” explained Marioni. “It's becoming a much more comprehensive consumer electronics brand, including everything from cell phones and tablets to TVs.”
The company filed for Chapter 11 bankruptcy protection in 2008.
On the social side, R&J will work closely with Polaroid's digital agency, The Thorburn Group, helping with consumer engagement, content, and strategy.
Marioni said the agency's objective is to continue to tell the “evolving Polaroid story” since the brand has been around for 75 years.
“It's a company that has a great story to tell,” he added. “We've been engaged to continue to tell it and reintroduce Polaroid to new generations of people who might not be as familiar with it as the many generations who are.”
