Issues
Fingerprinting biometrics is a mature market and there are some well established names in this field. In 2006, fingerPIN decided to launch its revolutionary multi-sequencing fingerprinting technology at the Biometrics 2006 event in London.

Challenge
Vitis PR was selected to conduct launch activity with 6 working days notice.   fingerPIN was an unknown company and would be exhibiting among biometric market sector leaders.

Campaign
As the ramp up time to launch was short, Vitis PR concentrated on gaining awareness with pre-registered and vertical sector media, including security, retail and IT. Vitis PR:

• Developed launch announcement, backgrounder and press pack and distributed at the event and via email
• Created a Q & A for the spokespeople
• Developed a targeted distribution list
• Issued invitations to briefings and followed up to secure face to face and telephone briefings
• Co-ordinated and hosted briefings on the fingerPIN stand

Results

• 8 briefings conducted during the event
• Media briefings at or prior to the exhibition included BBC Online, Information Security Today, TechWorld and New Scientist
• Supported exhibition activity and generated additional interest in the company.