Colt tasked us to position them within a socially relevant context. Colt made investments in the Dutch digital infrastructure, which they wanted to bring to the attention of a large audience and raise brand awareness for Colt as a European carrier.
In order to achieve our goals, we identified a couple of Dutch national media. We described two different scenarios that would fit with the selected media. Within these scenarios we stressed the relationship between Colt and the digital infrastructure. In consultation with Colt we decided to further develop one scenario – about “the digital mainport”, or “the 3rd mainport”. We approached a couple of media and discussed how we could turn this scenario into a relevant news item. The result was that the NOS (Dutch equivalent of BCC) broadcasted an item on the Radio 1 Journaal (1,3 mln daily listeners) and an item during the 6 o’clock NOS Journaal – 1,480,000 people watched the news that day. We also briefed De Telegraaf and Telecompaper on the news, which all resulted in 8 pieces of coverage, including broadcast, radio, newspapers and IT trade publications.