Epson Middle East ITS project
Backgound: Epson wanted to create awareness for its latest range of “ITS” ink tank system printers. The high capacity ink tank enables users to keep their printing costs low, increase productivity and save time.
Challenge: Printer market is crowded with various options for customers. The challenge was to create an event where the ITS proposition can be highlighted so that journalists become more aware of the ITS benefits and refer to it in their articles
PR Tactics: Since cost saving is a major factor for SMEs, we decided to drive home the ITS benefits through a user experience by SMEs in Dubai. We identified two SMEs from the advertising and marketing sector in the UAE and gave them each two ITS models to test for two months and then share their experience at a media event we were planning.

We invited key media covering technology sector to an experiential event where the two SMEs presented their experience of ITS and how their business benefitted from it.

This was followed by a detailed presentation on ITS by Epson Middle East GM. The journalists then got a chance to take their pictures with a professional model and print it out on ITS printer so that they could see first-hand the image quality of ITS printers.
Results: The event was attended by key publications such as Al Khaleej, Print week, PC magazine, Mizany and other technology bloggers
As a result of the event, product reviews were obtained with Mizany and PC magazine.
The event helped the journalists to understand the benefits of ITS in a more educational and fun way.