HANA Case Study
Hosting a Successful Press Reception
Client and challenge:
The High-Definition Audio-Video Network Alliance (HANA) is a cross-industry alliance dedicated to providing consumers with a proven and simple way to bring HD to life throughout their homes. HANA solutions enable the sharing of premium quality HD content across audio-video devices all in a trusted environment.
HANA sought to promote its new capabilities and standards within the home-networking industry and pique the interest of press and analysts by demonstrating its HD solution. Nereus hosted a press reception and a four-room demonstration at the world's largest consumer technology tradeshow to debut the HANA solution.
Solution:
The Nereus team drove press attendance to the HANA reception and demonstration by prioritizing the 2008 Consumer Electronics Show (CES) media list and targeting top tier media and analysts. The team developed a creative e-mail invitation to capture the attention of the target audience and secure time on their busy show schedule. The Nereus team then followed up with a call to all top-tier media and analysts to generate high attendance numbers. The Nereus team garnered additional press interest by developing a press release publicizing the four-room demonstration and CES reception. A separate release announcing the HANA 2.0 design guidelines was also developed to generate news coverage and press attendance to the HANA reception at CES. Eighty hours were dedicated to media relations preparation prior to the event.
Results:
Driven by the media relations efforts of the Nereus team, 77 press and analysts responded positively for the HANA reception prior to the show. Roughly 150 people, including 40 press and analysts invited by Nereus, attended the reception and filled the room to capacity. With high attendance at the event, HANA was able to accomplish its objectives of raising interest and awareness in the demonstration and of the HD home networking solution itself.
