Having already established it self with the consumer technology and photography media, AxiCom was tasked with raising awareness of the LaCie brand within the mainstream press – with particular focus on national newspapers and the various supplements. This included securing both reviews and feature coverage of the LaCie product portfolio in relevant product group tests or topical articles.

The Strategy

To generate interest in the product portfolio, AxiCom positioned LaCie as leading technology and design pioneers. Part of the process relied heavily on educating the press about the key features of LaCie’s product portfolio, highlighting the various solutions that cater for the different types of digital storage needs.

The Result

Following the new focus, LaCie now has considerably high brand recognition amongst national media tech and design correspondents. In 2009 alone, various LaCie products were featured in over 30 national articles, reaching in excess of 137 million people