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Re-launching BBC’s Brand and Recapturing a Market

More than 70 pieces of coverage appeared in the 12 months after BBC Technology first briefed the media and analysts on its new strategy. How did Sterling do it?

Drawing on the BBC’s 80 years of innovation in broadcasting, BBC Technology possesses a rich portfolio of expertise in the design, build and operation of world-class broadcast products. Even so, BBC Technology was having difficulty establishing a clear and identifiable product offering in the U.S.

In preparation for their US launch, BBC Technology called on Sterling Communications to develop a complete outreach strategy that would define the company in a compelling and positive way for the vast U.S. broadcast and production industry.

BBC Technology’s 2003 launch was a solid success. The company’s press events prior and during the National Association of Broadcasters (NAB) tradeshow drew more than 100 media and analyst attendees combined. Additionally, BBC Technology was covered in a number of show publications and top-tier publications published in time for the show. To round out the successful launch, more than 70 pieces of coverage appeared since BBC Technology first briefed the media and analysts.

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