Context

Miele stands for innovative premium domestic appliances and services for kitchens, laundry and floor care. The large product range is geared towards reliable quality, sustainability, durability, innovative technology and beautifully shaped design lines.

Challenge

Classic PR work, as we know it from the past, is no longer sufficient on its own to be visible to (potential) consumers. At the same time, the premium domestic appliance industry in Switzerland is well populated - also with local companies. To take this situation into account at all levels, Brand Affairs supports Miele in developing a public relations strategy and implementing it operationally.

Approach

The services provided by Brand Affairs as part of the cooperation include ongoing advice and support in all PR matters, the preparation and dispatch of media information, the maintenance of media relations, targeted topic placement, monthly monitoring and crisis and issue management.

Project

Ongoing communication support

Industry

Home, household appliances

Partner

Country

Switzerland

Implementation

Since 2017, ongoing

Contact

BRAND AFFAIRS AG

Andrea Vonwald

Result

Thanks to Brand Affairs' support in PR matters, Miele is well anchored in the Swiss media world - in both German-speaking and French-speaking Switzerland. Brand Affairs keeps an eye on what's going on in the Swiss media world, proactively places current topics there for Miele and thus ensures numerous publications, especially in the home and lifestyle sector, which pay off in the positioning of the Miele brand.

«With Brand Affairs, we have a strong partner we can always rely on and who supports us in our daily PR work. We appreciate the flexibility, hands-on mentality and quick response to our requests just as much as the advice and inputs around strategic and daily business issues.»

Roman Berther

PR & Events Manager Miele AG, MIELE