Azzurri Communications had faced a challenging period that had been reflected harshly and unfairly in the media. Intense competition also meant that like many in its market, Azzurri struggled to differentiate itself.
The Azzurri board had recently appointed a new CEO to lead a new phase of growth for the business. It had also declared a pressing requirement to capitalise on its investments in a network of datacentres and the new services that they underpinned.
The needs were therefore simple: reverse the negative sentiment surrounding the brand, achieve differentiation, improve online perception and generate leads for the cloud portfolio.
CCGroup constructed a set of individual messages for each audience that put cloud technology at the core of Azzurri’s service offering. This allowed Azzurri to lead the charge within the industry for Unified Communications as a Service (UCaaS), and differentiate itself from on-premise-only providers. This would instantly update Azzurri’s positioning, move them clear of their competition and give the company a new identity to accompany the announcement of a new CEO. All of this would serve as ammunition with which to counter the negative track record and maintain a steady cadence of positive news and differentiating thought leadership.
Before launching the press office, CCGroup then recommended a brave tactic: a media tour that would put the new Azzurri CEO and CTO in front of some of the same media who had recently been highly critical of the company.
A clear example of precise messaging and strong media engagement combining to create a PR campaign with identifiable commercial benefits.