Solution

McCue & Associates developed a well-planned and timed integrated campaign including an aggressive Public Relations and Media Planning/Advertising program to launch Norton RazorStar.

1. Publicity
Early on and well before the product details could be revealed, McCue & Associates worked with key media pre, during the FABTECH 23′ tradeshow, and post to line-up multiple feature articles, spanning the first three months of RazorStar’s introduction which included McCue & Associates writing technology articles and a whitepaper, and coordinating media-to-client interviews. In tandem, McCue & Associates developed a news release which was initially embargoed and distributed to media prior to the introduction, so that reporting and exposure on RazorStar could begin on day one of introduction.

Tracked PR coverage in only a 4-month period totaled 50 pages, reaching over 1.5 million impressions. Including 7 feature articles in key industry media!

2. Media Planning/Advertising
Planned and implemented a comprehensive, integrated digital and print advertising campaign which garnered over 675,000 impressions during the first four months of RazorStar’s introduction. The campaign was designed to keep exposure on RazorStar throughout its first year.