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NTT America

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NTT America tasked Nyhus Communications with creating visibility in both Latin America and the United States around its new Sao Paulo, Brazil-based Point of Presence (PoP). In order to gain broad visibility for the announcement and ensure top-tier technology and business coverage, Nyhus honed media messaging and arranged briefings with prominent U.S. and Brazilian journalists in advance of the public announcement.

Challenge

NTT America was already a recognized global leader and strong brand in Internet infrastructure technology and Latin American business, having spoken at industry events throughout the region and receiving coverage in top-tier technology media. However, the Sao Paulo PoP launch represented NTT America’s first time establishing a physical Internet infrastructure presence in Latin America. In addition to working with NTT America stakeholders and media in the U.S., Nyhus conducted significant in-market media relations and coordination with NTT do Brasil staff, which posed potential challenges with time difference and language barriers.

Solution

Nyhus developed and executed a strategic public relations plan for the launch of the Sao Paulo PoP, including developing high-level messages for the launch, drafting and distributing a press release, providing counsel on its timing and wire distribution as well as coordinating its translation into Brazilian Portuguese and Latin American Spanish. The plan also included identifying top targets in business and technology media in both the U.S. and Latin America to pitch under embargo. Nyhus’ strategy was to ensure that coverage hit on the day of the announcement in order to generate excitement for the launch party at the Futurecom 2011 conference in Sao Paulo that night.

In the weeks leading up to the launch, Nyhus reached out to top-tier media and arranged six pre-briefings under embargo, including two top-tier U.S.-based technology outlets and two Portuguese-language outlets based in Brazil. Nyhus coached spokespeople to ensure that messages to media were consistent and would resonate with each geographic audience as well as both technology and business audiences.

Results

As a result of Nyhus’ efforts, all six pre-briefings resulted in positive coverage on the day of the announcement, exceeding the campaign’s initial metrics. In the week following the announcement, 23 pieces of original coverage published in U.S. and international business, technology and trade publications, including NetworkWorld, EE Times and Business News Americas. Ongoing media outreach post-launch resulted in momentum coverage in outlets such as RCR News and Forbes.com. Overall, coverage was positive and positioned NTT America as a leader in the Latin American emerging market.

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