To launch the Nokia Lumia smartphones, we organised presentation events for the Benelux press. The devices feature an ultra-sensitive touchscreen that works even while wearing gloves. This distinctive feature quickly inspired us, especially as the events in Brussels and Amsterdam took place just before the festive season. Journalists received a personalised, winter-themed invitation to the presentation. We included a pair of black winter gloves and a card showing ‘five amazing things’ they could do with the new Lumia while wearing them. To maintain the festive atmosphere, we chose Zuidpool in Amsterdam and Chalet Robinson in Brussels. An expert from Nokia Corporate gave a brief but enthusiastic introduction to the innovative camera features of both smartphones. We finished with Nokia’s Black Box experience, which allowed visitors to put the devices thoroughly to the test. Both events were a success: 40 journalists attended in Amsterdam and more than 20 in Brussels. To end on a festive note, everyone received a gift package containing a review device and a miniature Christmas tree. Events like these always generate warm reactions, interest and interaction. Above all, it is lovely when a journalist personally thanks us for ‘another well-organised and interesting event’.
We also develop projects for less conventional businesses, such as funeral insurer Nuvema. How could we help attract media attention to its hearse procession, an attempt to break the record for the longest convoy of hearses? After several discussions, we developed a joint plan: press releases on behalf of Nuvema and the participating funeral businesses, a Q&A, scheduled interviews, briefings and interview preparation, and invitations to print and television journalists and photographers. The result: Nuvema Managing Director Emile de Jong gave numerous radio interviews, and more than 125 articles appeared. After all, it is not every day that a procession of over a hundred hearses drives through a forest to claim a Guinness World Record!
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