Case Studies: Technologies product launch
Making New Products Shine
When Lexmark wanted to launch a new series of inkjet photo printers, David Bailey and the Shine Gallery in Chelsea provided the perfect opportunity to make a splash.
Bailey, chief endorser of Lemark's printers, offered to lend a series of prints for a private exhibition that was to form the centrepiece of this promotional event. The crisp white ' boutique' setting of the Shine gallery provided the ideal setting.
The product launch event needed to address two different audiences: retail partners and press. Inca Creative's role
was to design a range of collaterals which addressed both audiences and, as budgets were limited, to look at extending the
usage to the consumer.
We designed a product launch kit that included: High quality invitations, press packs and briefing sheets, a glossy A5
brochure, which was also used as a covermount on Amateur Photographer Magazine for the consumer launch and for instore use.
We were also on hand to advise our client on how to hang the show to Bailey's satisfaction, dress the gallery and
make best use of the space available. We also created the display for Lexmark's latest printers which were set up to deliver
photo quality reproductions of the Bailey images on display, throughout the press launch. This was the ideal way to engage our
audience as they sipped champagne and fraternised with Bailey, his model wife Catherine, and fellow iconic photographer Barry
Latigan.
Overall this was a classy, eye catching and exclusive event and earned high praise for the Lexmark brand.
"We've developed a great working relationship with Inca over the past few years. Our projects have
ranged from instore POS to catalogue pages to live events, but the most crucial element for Lexmark is being able to deliver on
time and to a tight budget and the Inca team have never let us down!"
Lucy Sheehan, Marketing Operations Manager, Lexmark International
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