PNCG triumphs in pitch to launch Hotpoint products

White goods brand Hotpoint's parent company General Domestic Appliances has appointed the Porter Novelli Convergence Group to launch the latest Hotpoint range.

PNCG won a three-way pitch against The RED Consultancy and an unnamed consumer PR firm to scoop the contract. The PR programme commences later this month in time for a launch next month.

PNCG group director, Grace Fodor will head the five-strong team along with account director, Holly Scothern. Fodor will report to GDA brand marketing manager, Janine Rostron.

The programme will consist of consumer-focused media relations alongside a trade PR push.

The product range is touted as 'an evolution in white goods' and is expected to appeal to a younger audience than white goods' traditional core market of 34 to 50-year-olds.

Media targets will include lifestyle publications as well as TV, radio and the national newspapers.

PNCG will also handle corporate PR to develop, within the media, the strategy and successes of the British manufacturing company.

Fodor said: 'This is not just a product launch, we are also concerned with the brand development of Hotpoint and the corporate positioning of GDA.'

GDA, which backs market-leading brands Hotpoint, Creda and Cannon, is the largest player in the UK's domestic appliance market.

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