We have worked with digital out-of-home (DOOH) pioneers Grand Visual since 2011 delivering digital marketing and PR services, and creating the company’s websites (which you can read about here, here, and here).
In the early days of the company the team had produced a kind of monthly online DOOH magazine, but that had become to time consuming to produce and by the time we started working with them they were relying solely on traditional print media PR for their brand building.
The first thing we did to kick start the marketing and PR activity was create a monthly email newsletter and focus on developing the blog beyond being just a place for news announcements. Each newsletter featured stories about the work the company was producing, but also featured DOOH campaigns and new developments in digital advertising and physical computing. The editorial policy was to create and curate articles that would be of interest to GV’s target audience of creative technologists, producers, copywriters and art directors working in the major advertising agencies.
Our goal was to position GV as being at the forefront of new developments within the industry and make people aware of what the DOOH medium, and Grand Visual, was capable of. To support that effort we wrote a number of insight articles that explored developments in the medium (NFC and social media integration, for example) and sourced stories from around the web. Blog posts were shared on social media, as well as in the newsletter, and the subscriber list grew organically from around 600 to almost 2400 over two years. Considering that we were focusing on a niche area of the advertising industry, that can be viewed as a success.
We have also been engaged to offer PR assistance from time to time, and have written and managed the release of news stories about DOOH campaigns for brands such as Xbox and New Line Cinema. Press releases we have created have been featured on sites like Adage, AdWeek and B&T, as well as a number of highly influential websites such as Digital Buzz Blog, Sixteen Nine and Campaign Asia.
