Dutch technology start-up, Dot TK, wanted to launch a number of new products to the UK public. Within one week I devised a launch that secured national media coverage.
Dot TK offers free, short, easy and secure alternative web address and registration for .tk web addresses, where the proceeds go partly towards development projects on the Islands of Tokelau.
To stand out in the crowded technology market, we devised a strategy that delivered the product’s messages but to secure interest, we lead with human interest stories. The launch became an event where Tokelau thanked the UK public for using Dot TK services, which helped to change the lives of their people.
We invited the media to meet Dot TK and also key people from Tokelau, including a village chief and the minister of telecommunications. They had never left the island before, yet had travelled to the UK to take part in the event. We also arranged for the media to interview residents in Tokelau, whose lives have been radically changed by the initiative.
Results
Coverage was extensive including key pieces in BBC, BBC World Service, The Guardian, The Daily Telegraph. There were more than 40 million opportunities to view and an estimated Advertising Value Equivalency (AVE) in excess of £250,000.
“We approached Linsey a week before the launch of three new services from Dot TK. Within that time Linsey orchestrated an event that attracted the attention of press including BBC, The Guardian and The Telegraph. I was particularly impressed by her ability to understand our business and to achieve results so quickly.” Joost Zuurbier, Founder, Dot TK
Healthy Reputations 