To generate maximum media interest, the research was announced simultaneously with the unveiling of the new RFID printer. The release of the research in France, Germany, Spain, Italy and the UK generated 50 pieces of editorial coverage including a four-page article in Logistics Europe. Hotwire also briefed top industry analysts covering retail technology resulting in Juniper Research dedicating a section to Printronix’s RFID printers in its report: ‘RFID opportunities: markets & technologies in western Europe.’ In France, briefings with seven publications including Emballages Magazine and Data Collection. This resulted in nine pieces of coverage, including two articles in Data Collection and a byline piece in ITR Manager. Pre-briefings with the UK’s most influential technology, retail and logistics media led to Retail Week running a full-page story on RFID standards with other key titles such as IT Week, Supply Chain Business and Microscope covering the story. A live demonstration at the launch helped to show how RFID technology can be used in practice.
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Campaigns 
