A public relations challenge.

Abstract

Bausch & Lomb presented PureVision® a year ago in Hong Kong. Due to some reasons, the product was not promoted when it was first launched. The sale of this product is unsatisfactory, and the management would like to boost the sale by kicking off a PR campaign.

This PR campaign is planned by linking the 'planning model' and 'evaluation model', and also according to different research methods and conceptual theories learnt from the course, to produce a more monitored and measurable campaign.

The conclusion includes the reflections on this project and the development of this campaign.

1.Management Overview

1.1 Background of organization

Bausch & Lomb is an eye-health company, dedicated to perfecting vision and enhancing life for consumers around the world. Its core businesses include soft and rigid gas permeable contact lenses and lens care products, and ophthalmic surgical and pharmaceutical products. The Bausch & Lomb name is one of the best known and most respected healthcare brands in the world.

Contact lens

Blue Color Contact Lens Español: Lentes de contac...

Contact lens case

Vision

Bausch & Lomb will be number one in the Eyes of the World.

Mission

As a global eye care company, Bausch & Lomb will help consumers see, look, and feel better through innovative technology and design.

1.2 PR Challenge

Background

Bausch & Lomb launched an innovative brand new product - PureVision® - a year ago in Hong Kong. PureVision® has passed qualification tests and is certified by the FDA of the United States. PureVision® contact lenses are uniquely designed and can be worn for up to 30 consecutive days and nights. They are safe to be worn overnight, and users will not have to cleanse the lenses nor have to take them off. PureVision® provides not only safety, but also effectiveness and comfort to its users.

Fig. 1. PureVision® Package

The Challenge

With its...