By Sarah Salord, GEC PR Company Director
Swarovski Optik, a leader in high-end optics, launched the world’s first smart binoculars the AX Visio, while also celebrating the company’s 75th anniversary in the same year. GEC PR was briefed to manage the UK launch, tasked with positioning Swarovski Optik not only as a leader in the luxury optics market but as a pioneer in design and technology.
Our Strategy: Integrated and Impactful
To make a splash with this groundbreaking product, we developed a comprehensive PR strategy that went far beyond a simple press release. Our integrated approach included:
- Targeted Media Outreach: We crafted a compelling press release and strategically pitched it to national, regional, and digital media, ensuring the announcement reached a broad but relevant audience.
- Media Reviews: We knew the best way to showcase the AX Visio’s innovative features was to let journalists experience them firsthand. We provided key media contacts with the binoculars for short-term reviews, securing authentic and insightful coverage that launched with the product and continued to build momentum.
- Sustained Awareness: We ran a robust press office campaign continuing after the launch, tying the AX Visio to relevant trends, news stories, and seasonal themes related to technology, travel, and nature. This kept the product top-of-mind and ensured consistent brand visibility.
The Results: Unprecedented Success
Our strategic launch generated significant buzz and cemented Swarovski Optik’s position at the forefront of the industry. In just five months, we achieved:
- £900,000+ in Earned Coverage: Our campaign secured valuable coverage in prestigious publications like Wallpaper, Financial Times, Robb Report, and Red Bulletin, reaching a high-end, engaged audience.
- Sustained Brand Profile: The momentum we created from the launch continued, with steady coverage in both print and online publications. This consistent visibility ensured that Swarovski Optik and the AX Visio remained part of the conversation, driving brand awareness and, ultimately, sales.
This case study demonstrates the power of a targeted, integrated PR strategy. By focusing on both a powerful initial launch and sustained, relevant follow-up, we helped Swarovski Optik make a bold statement and achieve remarkable success in a competitive market.