Spectrum worked with Intel to develop a PR campaign to expand Intel’s brand awareness within mainstream and consumer lifestyle media, beyond the traditional IT media outlets. We identified a significant market opportunity through the Intel® Core^(TM)2 Duo processors coupled with Intel® Viiv^(TM) technology which fitted perfectly into the digital home environment rapidly building interest in Australia.

When planning the event, it was essential to get the right venue to accommodate both traditional IT media as well as consumer lifestyle press so we selected an exclusive serviced apartment overlooking Circular Quay providing a stunning backdrop as well as a homely setting. The rooms were set up as if they were a real home creating a friendly and inviting atmosphere.

The attendees were split into separate briefings based on technical knowledge to ensure that the right language was used for the right audience so that it was rewarding and not taxing for the journalists. The presentation consisted of an update about Viiv, a demonstration of its capabilities as well as a showcase for some of the new small form factor (Core 2 Duo) and Viiv certified devices currently or soon to be available. A question and answer session followed.

The Core 2 Duo @ Home briefings received coverage in various consumer, business and IT newspapers and magazines all over Australia and the request from consumer lifestyle press keep coming. The attending media were enthusiastic about the digital home and this was aptly displayed by the sheer volume of questions asked at the briefings and follow ups requested after the briefings. Coverage is anticipated to continue well into 2007!