Press campaigns support product launches

KONE relies on product releases

The nature of the world inhabited by KONE, an international elevator supplier, means that coordinated press campaigns are the best way to reach potential customers. Rather than relying on traditional advertising, KONE believes that architects and companies involved in the construction and property industries are most effectively reached by providing reliable, fact-based information that is published in established industry journals and economic papers.

“The aim of the press campaign is to increase knowledge about our company while highlighting our technological superiority and reliability,” says Jorma Lumme, KONE director.

KONE is a technology leader within its sector but Lumme also wants customers to realize that the company has unrivalled delivery logistics and installation services worldwide. Above all, the company believes that its marketing activities should be based on personal contact and a global reach. KONE has operations in 45 countries.

Personal support

INS supports KONE by providing its own personal service in international production and distribution of press releases. The scale of this work is highlighted by the recent launch of KONE’s Alta TM elevator. Press releases were translated into 20 languages and sent to 1,500 publications in 37 countries.

“The collaboration with INS gave Alta loads of international publicity,” says Lumme. “Many customers contacted our offices after reading the newspaper articles. Overall, the press campaign for our major development in elevator technology surpassed our expectations.”