November 2006

Network PR helps Kodak lead the way on camphone printing

Network PR helped bridge the gap between cameras and mobile phone when it helped Kodak launch a new photo printer to Australia’s trade, technology and consumer lifestyle media, as well as Kodak’s telco channel partners.

It demonstrated the agency’s strong understanding of the consumer technology segment and the media that reports on products as diverse as cameras to phones.

The Kodak Easyshare Photo Printer 350 was positioned as an affordable, innovative and easy-to-use printing solution for camera-equipped mobile phones.  Using state-of-the-art wireless technology, the Photo Printer 350 can wirelessly print 4x6 inch photos directly from Bluetooth enabled devices. 

 “As printing from camera phones was not high on the Australian target media’s agenda, we recommended to Kodak that they lead the market by combining the product launch with the release of international camera phone printing market trend information,” said Account Manager, Lesley White.

The function held at Icebergs Private Bar at Bondi Beach therefore began with a presentation by a senior international Kodak executive to the media on the importance and potential of the camphone market.  This was followed by the unveiling of the product itself and hands on demonstrations. To reinforce the waterproof benefit of the photo paper, sample photos were artfully displayed inside beautiful ice sculptures and within decorative fish tanks.

Network PR was responsible for drafting the media materials, selecting and inviting appropriate media, event management including selection, venue presentation and entertainment.  We also prepared detailed Q&As and briefed Kodak executives on likely specific media angles and requests.  

The turnout was excellent with 15 of the country’s most senior photography, IT and technology media in attendance.   The launch to the media was then followed by an unveiling to over 20 of Kodak’s key business partners including telcos and cameraphone manufacturers, equally supported by NPR.

 “By highlighting a trend that had been largely overlooked, Kodak was able to increase the interest in, and newsworthiness of, the launch amongst the media. As well Kodak was able to position itself as a knowledgeable industry leader in this market segment,” added White. 

Media coverage was achieved in key targeted publications and websites including the Herald Sun, Daily Telegraph, Mobility Magazine, The Australian IT, Photo Review and itwire.com.au.

Note:  This launch was the last project undertaken for Kodak by Network PR, ending a five-year program during which Kodak had used PR as a primary marketing tool to help it achieve the number one position in the Australian digital camera segment.

View Kodak media coverage

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