Video everywhere

Babel was approached by Nativ, a specialist in video content distribution, at the beginning of 2008 to increase the profile of the company and launch its Mio Workflow managed service.

The overall PR strategy was to drive sales of Mio at a time when content owners and advertisers are being forced to look beyond the linear broadcast model because of new platforms and video-enabled devices entering the video market. Prior to appointing Babel, Nativ had worked on high profile projects such as the BBC iPlayer, but from behind-the-scenes and there had been limited awareness or company visibility amongst the press.

Babel executed a PR programme that connected Nativ with relevant media and analysts and introduced the company as a key player in the video distribution market, able to comment on wider industry developments including (ad-led) outdoor distribution. At launch, Babel secured an exclusive briefing with Broadcast which positioned Nativ as a leading commentator on video distribution as well as current developments, challenges, opportunities and trends in the industry. Babel continued to build on this reputation and secured further briefings and industry roundtable opportunities with New Media Age, The Guardian, TVB Europe and FutureMedia. Nativ saw the business benefit of such exposure immediately with direct return on investment and new business opportunities arising.