Axxon, founded in 2003 in Russia, was at the forefront of the rapid growth in the global video management system market.

The deployment of its comprehensive public security solution Intellect as the centrepiece of the largest public security installation in the world, involving some 80,000 cameras in the Moscow ‘Safe City’ project, helped to give the company a significant head start in both its sales and technology.

It established its EMEA headquarters in Barcelona, Spain in May 2009 and a second office in Wiesbaden, near Frankfurt in Germany, a month later.

Managing a three-country PR launch

Axxon selected Agility PR and its EMEA network partners in Spain and Germany to help manage the PR aspects of its official launch into Western Europe. Together, the Agility PR Global Network provided proactive Public Relations services to Axxon during a nine month project from September 2009 to June 2010.

Following an initial briefing period in September 2009, a simultaneous three country launch in Spain, UK and Germany saw the Agility PR Global Network generate and attend 14 editor briefings; write and distribute 10 press releases and 6 by-lined articles. Coverage in the first month of media activity generated 11 pieces of quality coverage, rising significantly to 32 pieces of coverage in November.

Total coverage across the three countries in the launch phase October 2009 to January 2010 was 69 pieces with an Advertising Value Equivalent (the client’s chosen measurement) was £127,650 against total budget of just £23,000 during that period.