Xaar – A focused campaign

Creating a focused media campaign for Xaar

We were tasked with launching Xaar’s latest technology to a new target industry. Using a focused PR campaign, we aimed to increase Xaar’s recognition in this market using leading trade show, ITMA, as a launch platform.

How Nielsen McAllister helped

The Background

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.

The Solution

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:

  • Targeting key editors and journalists – one hundred personal invites, announcing the launch and inviting journalists to attend individual briefings and technology demonstrations with Xaar, were sent via email and LinkedIn
  • Press schedule – a detailed, booking schedule was prepared for our clients’ reference; providing dates, times, names and contact details of journalists attending briefing sessions together with a full media profile
  • Press releases – distributed worldwide prior to and after the ITMA show for maximum coverage for our clients
  • Administrative support – provided to our client and journalists throughout the campaign; including follow up calls, emails and LinkedIn messages to provide information, updates and materials needed

The Result

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:

  • 19 feature articles written and published by journalists who’d attended meetings with Xaar. This included three extended interviews, a corporate blog, several online articles and videos of Xaar’s technology demonstration
  • Two write ups in the daily newsletter distributed at ITMA by renowned magazine, WTiN
  • An increased uptake in ongoing press release coverage by publications, especially in the Indian market

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.

See what the client said

Find Your Sector

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