The brief

The New Zealand division of global photographic technology giant Kodak engaged Wright Communications to gain credible product placement of two crucial new hi-tech launches into the local market.

The Wright Solution

To raise the market profile of a series of new products, Wright Communications developed a consumer-focused media plan based on leveraging its enviable media contacts to secure prime, and much competed for, media space. Crucial to the plan was to get the products in front of influential product reviewers, and engage consumers through giveaway promotions and other cross-promotional opportunities. For the new Zx1 Pocket Video Camera, for example, the targets were mainstream consumers, teenagers, young professionals and adventurers.

Client satisfaction

For the launch of the Zx1, Wright Communications' liaison ensured outstanding consumer placement and awareness via product reviews on TVNZ Breakfast and TV3 Sunrise morning news and lifestyle programmes, and in key wish list titles such as Adventuremagazine. Promotional giveaway opportunities were secured in conjunction with influential publications tailored to the audience such as MiNDFOOD, Kia Ora, Sunday Star-Times and New Zealand Herald's Viva lifestyle and fashion magazine.