< Back

Esselte: Securing a Media Voice

Bus_media_voice Brief

Take the brand out of the trade environment and build its profile with new audiences (national news, shopping writers and women’s consumer magazines).

Solution

We have developed various initiatives to support this brief, with stories holding up the mirror to life in the modern office and consequently, have been able to deliver a regular monthly flow of news stories. Proving that UK employees worked longer than European counterparts was in direct response to requests for UK-positive stories from the media and resulted in great pick-up as a result. Our positioning of the story meant an Esselte spokesperson was quoted alongside the TUC giving the brand a voice and weight it had not had before. As well as working up a series of tabloid-friendly stories, Lexis has built the brand’s profile in the broadsheet press by unveiling, for example, the growing problem of office theft.

The news creation element of the campaign is supported throughout by a hard working press office to exploit opportunities and drive product coverage.

The Results

Working Hours story: 4 nationals and over 32 regional pieces, with 95% of the nationals mentioning key messages.

Office theft story: 2 nationals, 12 regional, 3 online and 1 piece of international broadcast coverage - all well branded and on message.

Spring cleaning story: 1 national newswire, 8 regional and 2 online - all well branded and on message.