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Since the founding of Genelec in 1978, professional audio monitoring has been the core of our business. Our unrivalled commitment to research and development has resulted in a number of industry firsts and established Genelec as the industry leader in active monitors.
Genelec is globally recognised as the leading manufacturer of reference monitors for broadcast and recording studios. The Inside Story is proud to work with the Finnish company on its PR and case studies.
For the company’s 40th anniversary, Genelec wanted to celebrate with a suitably high profile media campaign. The Inside Story planned and executed a strategy that took in EMEA, Asia and the US, with placed cover features in leading industry titles. We also produced an English version of the company’s anniversary book.
The Genelec name commands tremendous respect in the world of studio recording and broadcast technology, so the celebration of the company’s 40th anniversary needed to be special.
Not for nothing is the manufacturer celebrated as one of Finland’s most successful companies. Its Finnish identity is in the DNA of its culture, its products and its people. It needed to be at the heart of the celebratory media coverage as well. Having drawn on our network of media contacts to arrange ghost-written coverage, The Inside Story travelled to Genelec’s headquarters in Iisalmi, Finland – just 208 miles from the Arctic Circle. There, we interviewed key figures in the company’s past and present and gathered tales of frozen lakes, snow-laden forests and the genius of Genelec’s iconic founder, Ilpo Martikainen.
With the interviews completed, The Inside Story set about ghost-writing the feature stories that had been pre-agreed for publication with publishers in Europe, The United States, Asia and the Middle East. In addition, we worked on the English language translation of the company’s 40th anniversary book, which was originally written in Finnish.
The campaign proved a great success, with coordinated cover stories appearing in chosen titles. Crucially, each article was written in the specific house style and tone of voice of the host publication, with subtle differences in narrative emphasis to suit each geographic audience.
