C + A Global
Polaroid in the press
Polaroid 2019 press office
The Challenge
Ongoing media presence
BWP was tasked with raising the UK media profile of Polaroid products for licensee C+A Global.
The Solution
Pertinent product placement
With no new products planned for the year BWP seized the opportunity to think strategically. The coverage opportunities sought were shopping pages, tech round ups, gift guides and reviews to target a male and female audience aged between 18-55. BWP outreached to a range of titles though e-mails, calls, press tours, meetings and creative mailers. The latter consisted of travel-themed boxes for holiday season.
The Impact
Broadcast and beyond
BWP exceeded KPIs, achieving 183 pieces of coverage against the targeted 165. The team was thrilled to deliver over and above target and generate increased awareness for C+A Polaroid. The titles that covered the Polaroid products had a combined readership of over 836 million people.
