THE CHALLENGE

Lexar Media is a global manufacturer and marketer of digital products for the photographic and consumer electronics sectors, producing items such as flash memory cards, USB flash drives and card readers.

Believing its brand profile lacked the edge it desired, the company invited ICON to develop and implement a comprehensive PR program to build the organisation's profile and help it launch its new product range to the Australian market.

THE SOLUTION

ICON undertook a detailed stakeholder analysis program before rolling out an aggressive media, analyst and industry communication campaign.

The first phase of the launch began with the product range being introduced to media through a detailed review program, allowing media and analysts to experience Lexar digital media players and storage products first-hand.

To strengthen awareness and education around the Lexar product range, regular updates on new products were distributed to journalists and analysts with educational materials providing useful tips and trends on digital photography and storage.

The second phase of the campaign featured a tailored program for the student market – a significant growth sector for Lexar’s product range. Focusing on ‘orientation weeks’ and key events at universities across Australia, ICON organised promotional activities, product giveaways and a photographic competition to raise student awareness of the Lexar brand, its product offerings and its innovative R&D initiatives.

THE RESULTS

The PR campaign generated strong results for Lexar, including more than 120 pieces of media coverage over an intensive nine month period, including articles in major newspapers such as The Australian, Sydney Morning Herald, Daily Telegraph and Herald Sun. TV coverage was also garnered on the Channel Nine, SBS, ABC and Fox Sports networks.

Unprompted awareness of the Lexar brand increased significantly among key stakeholders - and product sales increased above company expectations.