Talking up Azzurri Communications

BRIEF

One of the UK's leading managed services companies, Azzurri Communications delivers flexible voice, data and mobile communications. Insight was hired to raise Azzurri's profile with customers and prospects to help drive sales. However, the business also had an exit strategy, so it was important to develop a leadership platform.

Approach

We were hired to build the Azzurri brand. We created one set of messages and a single campaign that would work across Azzurri's 16 divisions. To establish a personality for the brand, we profiled the CEO, Martin St Quinton, initially focusing on small business titles, then moving to national and business press. We created compelling content for interviews, and a customer reference campaign was built to produce a successful stream of stories that hit the media's agenda while developing credibility for the Azzurri brand.

Solutions benefits

During the first year of the campaign we achieved 261 pieces of coverage, on message and in the right publications with a very significant PR fee return on investment. While managing its public profile, Azzurri was acquired by PPM Capital.

As a result of our proactive PR campaign, Azzurri was quickly named as a 'company to watch' in the media and collected a cabinet of business and industry awards.