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New Amici
Learning languages playfully – that is the thought behind “New Amici” the new board game from Norway. The German launch was accompanied by professional PR work carried out by public affairs.
public affairs built its communications strategy on two pillars:. The first was the set-up of gaming cafés and gaming evenings – which included the media – to bring out the fun factor. The second pillar was media co-operations and product placements in large-circulation family, women’s and lifestyle magazines.
The result is convincing – the media reports extensively on the game and the sales curve has a steep upward slant. Already in the first six months, the media work achieved 14 million contacts in the areas of print, online, TV and radio.
