The Future Workplace – a Committee of the Danish IT Industry Association – was a Discus Communications initiative that gave Xerox a unique position in the Danish press. The objective was to position Xerox as an expert and thought leader of future ways of working and to position Xerox’ managing director as a Danish key spokesperson on subjects related to future ways of working.

The Future Workplace
The focus of the campaign was to demonstrate Xerox’ expertise in technology that can promote better work patterns, promote the message "Today's Technology Creates the Future Workplace”  and to create a debate surrounding The Future Workplace and employees in national newspapers, trade media, IT and HR media.

Discus Communications organised an official press launch of a campaign showroom. Minister of Science Helge Sander inaugurated the space, with the director of the Copenhagen Institute for Future Studies, Johan Peter Paludan, as key note speaker. Additionally a new information portal – The Future Workplace – with Xerox as main sponsor was launched and several interviews with Xerox' managing director, Morten Felding, were conducted before, during and after the launch.

We also increased opportunities for Morten Felding as key note speaker at conferences and developed press releases and by-lined articles on the subject for placement in relevant media.

More than 20 Interviews and Articles
The result was wide media interest regarding further communications in connection with the committee’s work. Morten Felding was positioned as thought leader and is now regularly contacted by proactive journalists for comments regarding the Future Workplace. Finally the campaign generated more than 20 interviews and articles with electronic media, newspapers and IT magazines. The campaign was awarded Xerox Europe Campaign of the Year.

 Campaign Elements
» Press launch
» Information portal
» Speaker opportunities and interviews
» Press releases
» By-lined articles

For more information, please contact Niels Christian Jensen