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October 5, 2015
TechBrief 2015 was a great success
Last week, Related hosted TechBrief for the third time; the largest joint press event for technology brands in the Nordics. During two days, 40 Nordic journalists were introduced to exciting new products from nine international consumer electronics brands, and once again the event evoked enthusiasm among both brands and journalists.

The dynamic pulse of the airport radiated all the way into Radisson Arlanda Airport’s conference rooms, buzzing of energy and excitement as a strong team of 30 representatives from the participating brands were ready to greet the attending journalists. The scene was set for this year’s TechBrief.

The concept is simple, yet effective: Journalists from all over the Nordics are being flown to Stockholm to participate in a closely packed day. In the first part of the day the attending brands each give a 20-minute brief to the participating press. After lunch, the doors open to the big product exhibition, which provide great opportunities for demonstration of products, discussing trends and tendencies, and coordinating product reviews.

One day - many input
On the first day of the press event, representatives from the Danish and Norwegian tech and lifestyle press participated, while the second day was reserved for the Swedish and Finnish press.

It is the third time we host TechBrief - and the first time it is held on Swedish grounds. The core idea has been to create an event concept that accommodates the busy everyday life of the media by giving them plenty of input in just one day - and this is being well-received by the editors:

- TechBrief is a good concept that gives journalists the chance to become familiar with well-known as well as relatively unknown tech brands. It is a good chance to network with international brands, and I have gotten good ideas and contacts for future articles, says Morten Sahl Madsen, test and consumer editor at the Danish IT media ComputerWorld.

At this year’s TechBrief, Morten Sahl Madsen and the other journalists had the opportunity to meet a strong line-up of brands counting TechBrief debutants such as Logitech and Kingston Technology as well as experienced “TechBrief brands” like NETGEAR, which used TechBrief to present this autumn’s big product news.

- NETGEAR’s participation at TechBrief means that we reach important journalists in very short time and this is ideal for us. It is impressive that Related has managed to gather 40 significant journalists, and just as last year it has been a very positive experience, says Lionel Paris, Director of Product Marketing at NETGEAR.

Well-established event concept
At Related, the team behind TechBrief is also satisfied with the event: - In just three years, TechBrief has evolved into a well-established event concept. The interest among brands and journalists is steadily increasing, and when we have had the chance to catch our breaths after this year’s event, we start planning TechBrief 2016, which we already look very much forward to, says Henrik Koch, CEO and partner of Related.

See pictures from TechBrief 2015 here.

Participating brands at TechBrief 2015:
  • LG
  • Logitech
  • Kingston Technology
  • BenQ
  • Creative
  • SanDisk
  • Synology

About Related

Related is a modern PR agency that works goal-oriented on strengthening companies’ and organisations’ reputations and relations to their surroundings. We do this both on the platforms that you own as well as the platforms that you cannot control yourself.

We view PR from a broad perspective. We do not believe in being experts within all communication disciplines. But we believe in being specialists within PR and in thinking creatively and innovatively every single day. In fact, we believe this is the right and only way to go as a modern PR agency.

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