TCL is a leading global technology brand, renowned for its cutting-edge products in the consumer electronics and home appliances sectors.
Brand Origin:
China
industry:
Consumer, Tech
Service Regions:
Italy, Span
services:
Marketing, Public Realations
Strategy & Engagement
TCL
aimed to launch its HONOR 200 Series successfully in Italy, emphasizing its groundbreaking camera technology and the strategic partnership with the renowned Harcourt photography studio. To ensure impactful engagement with both media and key influencers, the strategy included multiple tailored activities:
Pre-briefing : HONOR hosted an exclusive pre-launch briefing for 18 tech and lifestyle journalists, offering them a masterclass with celebrity photographer Stefano Guindani. This hands-on experience allowed the journalists to explore the innovative camera features and the artistic Harcourt filter integrated into the phone.
Official Launch in Paris: The official launch of the HONOR 200 Series was hosted in Paris, where 29 journalists and KOLs were invited to an exclusive Disneyland Paris experience. The event allowed participants to test the phone’s capabilities while creating unique content for their reviews.
Press Trips: HONOR organized two press trips for further engagement: One to Harcourt Studio in Paris, where journalists learned about the collaboration and explored the phone’s AI-driven photography features. Another to London, where journalists attended a masterclass with photographer Rankin, capturing their own portraits and gaining deeper insights into the HONOR 200 Series’ capabilities.
Impact & Growth
The PR campaign had a significant impact on TCL’s brand recognition and market positioning in Italy. Over the course of one year, TCL secured more than 2,300 media clippings, with coverage in tech, lifestyle, and general interest outlets, as well as prominent daily newspapers and TV broadcasts. This widespread media attention not only increased the brand’s visibility but also helped to solidify its reputation as a leader in the consumer electronics market, particularly in the smart TV and home appliance sectors.
2,300+ clippings, widespread media coverage, strengthened TCL’s brand position.
TLC
Moreover, the strategic introduction of TCL’s home appliances portfolio marked a major milestone in the brand’s Italian expansion. The launch events, including the “ELEMENTS – TCL Green Horizon” exhibition at Milan Design Week, attracted a diverse range of media and influencers, further highlighting TCL’s innovative approach and commitment to sustainability. These efforts helped build long-term relationships with top-tier media outlets and influencers, positioning TCL as a forward-thinking, environmentally conscious brand.
Through targeted PR efforts, TCL also created a strong narrative around its technological advancements and affordability, making it a go-to choice for consumers seeking quality products at competitive prices. This reinforced the brand’s message of delivering cutting-edge technology accessible to a wide range of customers. By focusing on lifestyle and tech story angles, TCL was able to appeal to a broad audience, from gadget enthusiasts to design-conscious consumers, ensuring its continued success in the Italian market.
