Founded in 1983, Wacom has established itself as the market leader for pen tablets and is a pioneer in the development of the pen as an input device for computers. In Europe, Wacom supplies five product lines under its own brand name: PenPartner, Volito, Graphire, Intuos and Cintiq. The unique, cord- and battery-less input devices of these products are based on Wacom's patented electromagnetic resonance technology, called 'penabled'.
Strategy and Plan
Blitz PR targeted the key publications for the launch and arranged and attended a series of briefings with publishing houses in London, Bath and Bournemouth, including Future Publishing, Dennis Publishing and IDG. Wacom representatives were able to meet with key members of each editorial team to present the new range and explain the future objectives of the company.
For the launch, Blitz PR drafted a press release and updated company backgrounders and technical sheets. Press packs, which were issued to each journalist that attended a briefing, included the press release, product pictures, product marketing literature and company information.
Following the press tour, Blitz PR managed a reviews programme to ensure that each publication received review kit. Once those magazines had reviewed a new pen tablet, the programme was extended to publications not visited. The press release was also issued to a wider distribution list.
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Results • A total of 47 publications were briefed on the new pen tablet range.
• Positive reviews and news pieces appeared in a wide range of target publications including PC Pro, Computer Shopper, Macformat and Practical Photography, as well as national and regional newspapers.
• Awards were won in publications including PC Pro, Digital Photo, Internet Magazine and PC Home.
