2. Content.
1. Introduction
2. Market place
3. Brand positioning
4. SWOT analysis
5. Promotions objectives
6. Key Media
7. PR Strategy
8. Messages
9. Tactics
10. Closing words

3. 1. Introduction.
For the launch of the third Prada phone on 1st of August 2009, our team
created a PR proposal to promote the new release.
In order to success, the chosen PR strategies and tactics will be fitted to a stylish
female audience within the UK, offering an extraordinary programme as
exclusive and avant-garde as Prada is known for.

4. 2. Market place.
iPhone Sony x1 Meizu mini Hugo Boss
Prada Meizu Nokia N800 Giorgio Armani

5. 3. Positioning.

6. 4. SWOT Analysis.

7. 5. Promotions Objectives.
1) Prada phone to be conceived by fashion media and potential
customers as the fashion version of the iPhone.
2) Press coverage in tech and gadget, lifestyle, music and fashion
media.
3) Arise awareness within target audience and educate about the
features.
4) Opinion leaders to purchase the phone and spread the product
within the target market.

8. 6. Key Media.
• Based on target audience
• Modern and stylish AB socio-economic female group
• Independent, sophisticated, glamorous and passionate about
fashion and cutting-edge technology
Therefore: UK fashion, lifestyle, tech & gadget and art & music
publications targeting the upper market

9. Fashion & lifestyle publications.

10. Short lead.

11. Tech and gadget magazines.

12. Art and music magazine.

13. 7. PR strategy.
The general direction, we chose for the launch of the Prada third
edition phone is to associate it with the Italian glamour and
sophistication the brand is known for.
To achieve this, we will relate the launch it to the most gathering
festivities of the 16th and 17th century, the masquerade ball.
Every other activity will be classic and modern at the same time, as
it hast to fit the brand but not tell before hand what the launch will
be about.

14. 8. Messages.
Prada stands for sophisticated and sensual luxury fashion for
independent women, who know what they want and are not
afraid of showing off.
As the Prada phone is aimed to an audience that is consistent of
fashion leaders, that like travelling and exploring new things, the
message has to breathe both: the lifestyle that Prada delivers and
what the phone has to offer technically.

15. 8. Messages.
It is not only about a phone, produced by a technology-focused
company, it is a fashion item.
Therefore our key message is the following:

16. Wear digital black