Xaar is a world leader in the development of digital inkjet technology and a world-class manufacturer of industrial digital printheads.
For 30 years Xaar has led the way in inkjet innovation in several industries including graphics, labelling and ceramics.
Looking to accelerate the transition to digital printing in a new target sector, Nielsen McAllister was tasked with devising a focused PR and media campaign to introduce Xaar’s new best-in-class printheads to this expanding market.
Our strategy used our worldwide press list; encompassing all the key publications and online news outlets. From here our aim was to start building relationships with targeted editors and journalists to support our immediate campaign and for future PR related activities.
Communication strategies included:
With over fifteen individual briefings booked and attended, the increased interest we generated saw a constant stream of journalists visit Xaar’s stand and resulted in increased media coverage of our client across a myriad of platforms.
The campaign resulted in:
Not only did we build an extensive press list in the target sector, but by making so many personal connections with many of these key journalists, we established good relationships which has seen an overall increase in news stories published.
The use of LinkedIn helped us to establish closer bonds with journalists in a much shorter time span, many of whom are now actively in contact with us beyond the campaign.
Nielsen McAllister provided the perfect campaign for the launch of our technology into a new target sector. We were able to maximise the number of meetings held with journalists at the show and were extremely happy with the coverage we received.
Charlotte Baille, Communications Manager, Xaar
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