Skype tapped into Kaplow’s global PR capabilities to unveil its new Unlimited Calling Subscriptions (http://www.skype.com/go/subscriptions) – with the goal of simplifying how consumers around the world use Skype to make calls to landlines and mobile phones. Kaplow’s charge was to lead a worldwide launch that would generate widespread media coverage around the globe, starting in Skype’s top ten target markets.
To generate buzz timed with the launch announcement, Kaplow worked with Skype’s local agencies all around the world (some of which are members of Kaplow’s global PR network) to coordinate more than 25 embargoed pre-briefings with prominent journalists and bloggers. Leading up to the breaking announcement on April 21st, Kaplow managed the launch logistics and coordinated the creation of global messaging and briefing documents and a global press release that was then localized to each region.
The outcome? Coverage from leading newswires Reuters and the Associated Press. A prominent placement in England’s biggest newspaper The Sunday Times. Over 1,100 placements worldwide within the first week following the launch in top print, broadcast and online outlets. A results-driven, successful and strategic global media program managed by Kaplow that exceeded the client’s expectations.