Clever Media Press Kit Gets Publication
Editors to “See
the Light”
New Product Press Kit with LED Lights Creates Impact with
Hard to Reach Newspaper and Magazine Editors.
Anyone who’s ever attempted to get a newspaper or
magazine editor to run an editorial story about their business
or new product knows the difficulty of communicating with
busy newspaper and magazine editors. Standing out among
the scores of press releases they receive each day is a
formidable challenge.
White Plains, New York public relations agency, Steele
Rose Communications, recently addressed this situation
as part of their strategy to promote Air Wick’s new “Nite
LightTM” product, a combination nightlight and air
freshener. In order to capture the interest of hard-to-reach
national magazine and newspaper editors, Steele Rose worked
with Prisma Packaging to develop a high impact dimensional
media press kit. The agency’s package design, constructed
with Prisma’s manufacturing know-how, not only contains
a sample of the new product, but is also embellished with
attention-getting, blinking LED lights. When the package
is opened by the recipient, the lights (representing stars
in the sky above an illustrated house) start blinking and
direct attention towards the key message, “it’s
a turn on in the dark.” The illustrated house has
a hinged flap that opens to reveal a product sample underneath.
Partnering with agencies to develop powerful promotional
packaging is Prisma’s specialty and this example
is no exception.
Press materials, containing information about how scent
can increase a child’s learning power and the psychological
benefits of Air Wick Air fresheners, can be found in the
die-cut pockets on the inside left cover.
Steele Rose Communications Vice President, Lara Cohn commented, “this
is the first public relations media campaign in the air
care industry designed to launch a new product, and Air
Wick’s innovative, first-of-its kind press kit communicates
the forward thinking and leadership position of the brand.” She
added that, “considering that editorial exposure
lends credibility to a product and is far less expensive
than advertising, we wanted to communicate the message
about this new product with a lot of impact. The 3-D press
kit is a very powerful solution for reaching hard to reach
publication editors and we are fortunate to have Prisma
Packaging as our construction partner on this project – they’ve
made the process very smooth.”
About Steele Rose Communications
Steele Rose Communications is an independent full
service marketing communications and public relations firm
with a healthy account mix in the consumer products, beauty
and fashion, food and beverage and healthcare industries.
The agency offers branding, new product launches, strategic
marketing programs, event marketing and media training services.
Steele Rose Communications is also renowned in the specialized
field of corporate reputation and brand protection. Visit www.steelerosecomm.com for
more information.
