Sanyo UK to expand consumer coverage

Sanyo UK is gearing up for greater coverage in mainstream consumer press for its consumer electronics division and has appointed Spreckley Partners to help launch at least ten product lines this year.

Sanyo has parted company with Meridian PR, which has held the £120,000 media relations account since the beginning of 2000, in favour of Spreckley.

Sanyo comms manager Mark Ebsworth said the emphasis for PR activity would be on increasing consumer brand awareness through greater press coverage. He said: ‘We will take it wherever we can get it – the larger the circulation the better.’

Ebsworth said while Sanyo had achieved some exposure in weekly and monthly new tech pages of red-top papers, it is aiming to expand its coverage. The range of media titles it will target includes both men and women’s titles and national newspapers, as well as trade press. In addition, Spreckley will look to develop below-the-line opportunities such as product placement.

Spreckley, which also handles PR for the portable dictation products division Sanyo Speechtek, was hired without a formal pitch.

Ebsworth said Sanyo met with four agencies and had informal discussions, specifically about how they would launch the new products. Meridian was not involved in the review.

New products include a flat panel LCD TV, DVD recorder, digital radio, still and moving picture digital cameras and a home theatre system.

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