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May 20, 2009

US telecoms business launches two-year global live campaign

Major American technology company Infinera is carrying out an experiential campaign across Europe this month, as part of a long-term live marketing strategy to raise its profile in the global telecommunications industry.
The six-figure, two-year campaign for the Nasdaq-listed business, which will be run by roadshow specialists EMS, starts with an initial tour of 17 European countries.
Silicon Valley-based Infinera has developed a unique optical networking technology that is revolutionising the global telecommunications industry – making it quicker and easier to transfer large quantities of data through a digital network.

European tour: Insider Infinera's mobile brand experience

The company’s optical systems containing their Photonic Integrated Circuit (PIC) technology are already being used by major telecommunications carriers, such as Carphone Warehouse Networks (TalkTalk) (the UK’s third largest internet service provider) and Deutsche Telekom, one of the world’s largest carriers.
Infinera has already successfully used mobile face-to-face marketing in the US, delivering measurable increases in brand awareness and sales, and is keen to repeat the success in Europe.

“This is a high-profile campaign that will put our products directly in front of key customers across Europe,” said the company’s vice president of corporate marketing, Rick Dodd.

“A hands-on experience with Infinera systems is a powerful tool for us. The Infinera Express will enable customers from the Shetland Isles to the Aegean coast to experience the power and simplicity of an Infinera network first-hand.

“EMS impressed us with its extensive experience and ability to deliver every element of the campaign, from brand messaging to on-the-ground delivery.”

Commenting on EMS’ biggest ever contract win, the company’s managing director, Keith Austin, said: “Infinera is one of a growing number of technology businesses to recognise the value of face-to-face marketing in a competitive and geographically diverse marketplace.

“We are developing a strong reputation as a supplier that understands the sector and can deliver measurable, bottom-line benefits through our campaigns.”

The Infinera European tour will operate on board a branded, 13.6m-long mobile exhibition unit. Visitors will be able to carry out live network configurations on board – witnessing first hand the speed and simplicity of the product.

The vehicle will visit the headquarters of major telecommunications carriers by appointment, as well as traveling to neutral locations close to its customers’ operations.

The tour launched in Rome, Italy, on 19 May and will also visit the UK, France, Spain, Germany, Belgium, Netherlands, Norway, Sweden, Finland, Poland, Romania, Hungary, Bulgaria, Greece, the Czech Republic and Austria.

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