Canela Pr Presentation 2009
22
CANELA PUBLIC RELATIONS we know how to make noise
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Canela Public Relations credentials 2009
Transcript of Canela Pr Presentation 2009
CANELA PUBLIC RELATIONSwe know how to make noise
Contents
Who we are
The team
Our services
Our clients
Case Studies
References
Contents
Who we are
The team
Our services
Our clients
Case Studies
References
Who we are
“Canela Public Relations is one of the newest boutique firms on the continent that combine big agency experience, English language skills with a strong knowledge of the local
market. It’s also one of the fastest growing.” European Consultancy Report Card 2007
Canela is an independent consumer and lifestyle PR agency We specialise in “breaking brands” into the Spanish market We have offices in Madrid and Barcelona We have Pan-European, English, Spanish and Catalan capabilities We were nominated for the Best PR Campaign in Iberia 2007 by the Sabre Awards We experienced 150% growth in 2007
Contents
Who we are
The team
Our services
Our clients
Case Studies
References
The team
Contents
Who we are
The team
Our services
Our clients
Case Studies
References
Our services
Press office Product review programmesProduct launch
Pan-European coordination
Press events
Corporate communications
Executiveprofiling
Social Media News Releases
Issues & crisismanagement
Blogger relations Micro-sites Widgets Video & flash
animation
Digital Press Room Canela’s Digital Press Room (Sala de Prensa) is an added value service created by Canela which is available to all
our clients. By visiting our Digital Press Room journalists can download the latest press releases, images in high resolution,
videos and prices. Our Digital Press Room also means that we can host our clients Social Media News Releases (SMNRs).
“It would be fantastic that all the PR agencies did the same so we don’t get saturated”
Constanza Belda, AR magazine
“The concept is brilliant” Alex Ferrero, Stuff magazine
“It’s a journalist’s paradise” Juliet Ohuaregbe, WD PR EMEA
“For the first time ever a PR agency uses the email properly”
Blog Obviedades
Contents
Who we are
The team
Our services
Our clients
Case Studies
References
Our clients
Our previous client experience
Contents
Who we are
The team
Our services
Our clients
Case Studies
References
HTC Touch Diamond launchSituation To launch the HTC Touch Diamond, a revolutionary 3D touch navigation device with Windows Mobile®, in the Spanish market HTC had focused all their efforts in the HTC Touch Diamond as the star product for 2008 The HTC Touch Diamond had to be introduced to the Spanish media as the most innovative and full featured device of the market. To position HTC as a leading brand of the mobile market and their spokespeople as key opinion leaders
Response Canela managed two events on the same day in La Bolsa de Madrid:
A press conference in the morning, targeting the technology press An evening party, targeting the lifestyle press
Canela secured the attendance of the key target press, Directors and Editors of the main target press, and the briefings with the HTC spokespeople
Canela managed the Touch Diamond product review programme immediately after the event
Results 95 journalists attended both events in total, 59 in the morning and 36 in the evening 4 of 6 Spanish national dailies were present at the event as well as the 2 main business newspapers 4 TV channels, such as CNN+ and RTVE, attended the press conference and interviewed HTC European Marketing Manager, Rui Antunes,
and HTC Country Manager for Spain and Portugal, Pedro Abad 10 interviews with the HTC spokespeople were held by online, printed and broadcast media just after the press conference 20 HTC Touch Diamond samples were sent to journalists as part of the review programme
Altec Lansing Spanish press officeSituation Altec Lansing appointed Canela PR in April 2007 to manage its press office activity Prior to that date Altec Lansing had never conducted any co-ordinated press activity in Spain Canela’s challenge was to develop brand awareness for Altec Lansing amongst the Spanish media
Response Canela managed Altec Lansing’s press office campaign combining the following set of activities:
• A proactive press releases schedule including product launches as well as seasonal bazaars and bulletins• A rigorous product review programme • A campaign of exchanging products for advertising space
Results Coverage appeared in a wide range of media including El País, Cosmopolitan and Catalunya Ràdio radio station, which have the highest
audience in their respective segments In eight months Canela achieved 44 pieces of coverage in national press titles, 78 pieces in IT consumer titles and 20 pieces in lifestyle According to Apollo Survey results Altec Lansing entered the top 300 technology brands being written about by the Spanish press in 2007 for
the first time ever
Situation In January 2007, Pere Navarro, the Director General of Transport, announced that he was considering fining drivers for using GPS devices
while the car was in motion. The statement urged GPS manufacturers to be responsible for educating new users.
Response Canela drafted a statement in support of the DGT’s call for consumer education and responsible use of GPS devices, highlighting Mio
devices’ safety features. Mio commissioned a journalist to write a Guide for Safe Use of Navigation Devices and published it on their website. Canela developed a press release using the Safe Navigation Guide as a reference, that was distributed two weeks before Easter, when
Spanish roadways experience especially high traffic volume. Canela, in conjunction with Catalunya Ràdio, organised a product giveaway promoting the Safe Navigation Guide in eleven of the station's
programmes, in the week leading up to Easter.
Results Mio were the first GPS manufacturer to issue a public response to the DGT’s statement. Mio were the only GPS manufacturer cited in a full page article on the DGT issue in La Gaceta de los Negocios, Spain’s 3rd largest daily
business title. Coverage was generated in the daily national, automotive, IT and online press about the safety issue
Educating consumers to use GPSs safely
Nominated for the Best PR Campaign in Iberia 2007 by the Sabre Awards
Contents
Who we are
The team
Our services
Our clients
Case Studies
References
References
“Canela has a very professional team with a broad knowledge of the sector. I believe they know how to handle relations with journalists very well. They offer the appropiate information and answer our requests efficiently and quickly, which is essential for us”Ricardo Gómez, journalist from Computer Hoy
“The reason I like working with Canela is because they are as serious about getting results as I am”.Daniel Mauerhofer, EMEA PR Manager Western Digital
“I have been impressed with Canela’s overall service. The team is friendly, very responsive and always ready to provide support. They have an excellent knowledge of the Spanish media and mobile market. I would recommend them to other companies without hesitation”.Alison Harper, PR Manager HTC Europe
“Canela has always provided me with up-to-date information, together with helpful details that make it possible for me to understand the context in which their clients operate. This is the best thing for their clients and my readers.” Norberto Gallego, journalist from La Vanguardia
“Since Canela and I started working together, our relationship has grown from strength to strength. For Cosmopolitan in general and for me personally, it’s a pleasure to collaborate with such an efficient and responsible team.” Chus Salido, journalist from Cosmopolitan
Thank you very much for your time
For further information about this presentation please contact:
Tel: 00 34 93 269 09 93
