Canela Public Relations credentials 2009

1. CANELA PUBLIC RELATIONS
we know how to make noise

2. Contents
Who we are
The team
Our services
Our clients
Case Studies
References

3. Contents
Who we are
The team
Our services
Our clients
Case Studies
References

4. Who we are
“Canela Public Relations is one of the newest boutique firms on the continent that combine
big agency experience, English language skills with a strong knowledge of the local
market. It’s also one of the fastest growing.”
European Consultancy Report Card 2007
 Canela is an independent consumer and lifestyle PR agency
 We specialise in “breaking brands” into the Spanish market
 We have offices in Madrid and Barcelona
 We have Pan-European, English, Spanish and Catalan capabilities
 We were nominated for the Best PR Campaign in Iberia 2007 by the Sabre Awards
 We experienced 150% growth in 2007

5. Contents
Who we are
The team
Our services
Our clients
Case Studies
References

6. The team

7. Contents
Who we are
The team
Our services
Our clients
Case Studies
References

8. Our services
Product review
Press office Press events Product launch
programmes
Pan-European Corporate Issues & crisis Executive
coordination communications management profiling
Blogger Social Media
Video & flash
Widgets
Micro-sites
relations News Releases
animation

9. Digital Press Room
 Canela’s Digital Press Room (Sala de Prensa) is an added value service created by Canela which is available to all
our clients.
 By visiting our Digital Press Room journalists can download the latest press releases, images in high resolution,
videos and prices.
 Our Digital Press Room also means that we can host our clients Social Media News Releases (SMNRs).
“The concept is brilliant”
Alex Ferrero, Stuff magazine
“It would be fantastic that all the PR agencies
did the same so we don’t get saturated”
Constanza Belda, AR magazine
“It’s a journalist’s paradise”
Juliet Ohuaregbe, WD PR EMEA
“For the first time ever a PR
agency uses the email properly”
Blog Obviedades

10. Contents
Who we are
The team
Our services
Our clients
Case Studies
References

11. Our clients

12. Our previous client experience

13. Contents
Who we are
The team
Our services
Our clients
Case Studies
References

14. HTC Touch Diamond launch
Situation
 To launch the HTC Touch Diamond, a revolutionary 3D touch navigation device with Windows Mobile®, in the Spanish market
 HTC had focused all their efforts in the HTC Touch Diamond as the star product for 2008
 The HTC Touch Diamond had to be introduced to the Spanish media as the most innovative and full featured device of the market.
 To position HTC as a leading brand of the mobile market and their spokespeople as key opinion leaders
Response
 Canela managed two events on the same day in La Bolsa de Madrid:
 A press conference in the morning, targeting the technology press
 An evening party, targeting the lifestyle press
 Canela secured the attendance of the key target press, Directors and Editors of the main target press, and the briefings with the HTC
spokespeople
 Canela managed the Touch Diamond product review programme immediately after the event
Results
 95 journalists attended both events in total, 59 in the morning and 36 in the evening
 4 of 6 Spanish national dailies were present at the event as well as the 2 main business newspapers
 4 TV channels, such as CNN+ and RTVE, attended the press conference and interviewed HTC European Marketing Manager, Rui Antunes,
and HTC Country Manager for Spain and Portugal, Pedro Abad
 10 interviews with the HTC spokespeople were held by online, printed and broadcast media just after the press conference
 20 HTC Touch Diamond samples were sent to journalists as part of the review programme

16. Altec Lansing Spanish press office
Situation
 Altec Lansing appointed Canela PR in April 2007 to manage its press office activity
 Prior to that date Altec Lansing had never conducted any co-ordinated press activity in Spain
 Canela’s challenge was to develop brand awareness for Altec Lansing amongst the Spanish media
Response
 Canela managed Altec Lansing’s press office campaign combining the following set of activities:
• A proactive press releases schedule including product launches as well as seasonal bazaars and bulletins
• A rigorous product review programme
• A campaign of exchanging products for advertising space
Results
 Coverage appeared in a wide range of media including El País, Cosmopolitan and Catalunya Ràdio radio station, which have the highest
audience in their respective segments
 In eight months Canela achieved 44 pieces of coverage in national press titles, 78 pieces in IT consumer titles and 20 pieces in lifestyle
 According to Apollo Survey results Altec Lansing entered the top 300 technology brands being written about by the Spanish press in 2007 for
the first time ever

18. Educating consumers to use GPSs safely
Situation
 In January 2007, Pere Navarro, the Director General of Transport, announced that he was considering fining drivers for using GPS devices
while the car was in motion.
 The statement urged GPS manufacturers to be responsible for educating new users.
Response
 Canela drafted a statement in support of the DGT’s call for consumer education and responsible use of GPS devices, highlighting Mio
devices’ safety features.
 Mio commissioned a journalist to write a Guide for Safe Use of Navigation Devices and published it on their website.
 Canela developed a press release using the Safe Navigation Guide as a reference, that was distributed two weeks before Easter, when
Spanish roadways experience especially high traffic volume.
 Canela, in conjunction with Catalunya Ràdio, organised a product giveaway promoting the Safe Navigation Guide in eleven of the station's
programmes, in the week leading up to Easter.
Results
 Mio were the first GPS manufacturer to issue a public response to the DGT’s statement.
 Mio were the only GPS manufacturer cited in a full page article on the DGT issue in La Gaceta de los Negocios, Spain’s 3rd largest daily
business title.
 Coverage was generated in the daily national, automotive, IT and online press about the safety issue
Nominated for the Best PR Campaign
in Iberia 2007 by the Sabre Awards

20. Contents
Who we are
The team
Our services
Our clients
Case Studies
References

21. References
“Canela has always provided me with up-to-date information, together with helpful “The reason I like working with Canela is
details that make it possible for me to understand the context in which their clients because they are as serious about getting
operate. This is the best thing for their clients and my readers.” results as I am”.
Norberto Gallego, journalist from La Vanguardia Daniel Mauerhofer, EMEA PR Manager
Western Digital
“I have been impressed with Canela’s overall service.
The team is friendly, very responsive and always ready “Canela has a very professional team with a broad knowledge of the
to provide support. They have an excellent knowledge of sector. I believe they know how to handle relations with journalists
the Spanish media and mobile market. I would very well. They offer the appropiate information and answer our
recommend them to other companies without requests efficiently and quickly, which is essential for us”
hesitation”. Ricardo Gómez, journalist from Computer Hoy
Alison Harper, PR Manager HTC Europe
“Since Canela and I started working together, our relationship has
grown from strength to strength. For Cosmopolitan in general and for
me personally, it’s a pleasure to collaborate with such an efficient and
responsible team.”
Chus Salido, journalist from Cosmopolitan

22. Thank you very much for your time
For further information about this presentation please contact:
hola@canelapr.com
Tel: 00 34 93 269 09 93