Porter Novelli was last week appointed to run the campaign after an eight-way international pitch.
The campaign is set to focus on the raft of new mobile devices that Bluetooth will be included in over the next two years. The PR campaigns kicked off last week in the UK, US, France, Germany, Japan and Singapore.
The account is handled by UK account director Jean Wyllie, European director Tim Walmsley, Asia-Pacific account director Debbie Dingle and account supervisor Starr Million in the US.
According to a Bluetooth spokesman, the campaign will span TV, radio and online, and will centre on B2B and consumer media relations.
The B2B side will promote Bluetooth as an industry leader with infrastructure buyers, including mobile service providers and consumer electronics equipment-makers.
Porter Novelli also has plans to build on Bluetooth's existing name recognition by showing consumers that the company offers 'a simple and fast way to stay connected'. The consumer campaign will focus on targeting the lifestyle media.
Porter Novelli's opening PR device for the client took place last week at a wireless industry show in Cannes. A cartoonist drew caricatures of several of the journalists present, using a Bluetooth-enabled pen, and then sent them to the journalists' mobile phones via the Bluetooth interface.