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Article: CAMPAIGN: Review campaign boosts radio from Boston Acoustics.
- Article from:
- PR Week (US)
- Article date:
- June 2, 2003
CopyrightCOPYRIGHT 2003 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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PR Team: Boston Acoustics (Peabody, MA) and PAN Communications (Andover,
MA)
Campaign: Recepter Radio launch
Time Frame: September 2002-March 2003
Budget: dollars 75,000
'While we are well known to the audiophile market, we needed help introducing our brand to the mass audience,' explains Colleen Cronin, manager of Boston Acoustics' marketing communications group.
Strategy
'This was something that consumers just had to plug in, and that was it,' says PAN director Ditas Mauricio, of the Recepter. 'They've never had something that was so consumer-facing.'
In having to reach a different audience through a new set of influencers, PAN ...