Case study: All Optical Networks

Super comm for SuperComm

A stealth approach to the prestigious SuperComm 2001 trade show gained momentum exactly as planned, leading to major visibility at the show and media coverage that continued for months.

Pre-empting potential skepticism and negative reactions to AON’s all-optical communication technology, the PR campaign emphasized the company's "proof of principle" and built credibility from the outset. More than 20 interviews with targeted media and analysts for AON's president were scheduled.

Media placements reached more than 30 million readers, with articles in such national publications as LightReading.com, the SuperComm Daily News, Network World, Communications News, America's Network, Fiber Optics Online, Wall St. Reporter, TeleZoo.com, The T Sector and FiberOptic Product News. In addition, high booth traffic resulted in numerous meetings with potential customers.