Client: Dotlines UK, including sub brands Carnival Internet, Audra Security and Catena
Campaign: UK market entry and brand launch programme
Objective: Establish awareness and credibility for Dotlines and its brands among UK customers, businesses and industry partners
Results: 194 pieces of coverage and 145 linked placements, with an average recorded domain authority of 59/100
The Brief
Dotlines had an established international , business and ambitions to expand into the UK. What it needed was a local reputation.
Entering competitive connectivity and cybersecurity markets meant introducing unfamiliar brands to audiences already served by established providers. It also meant explaining a diverse portfolio clearly, from broadband and internet security to software for telecoms operators.
Hendrix Rose PR was appointed to support Dotlines’ UK arrival and build awareness of its offering. Our work spanned the group and its brands: Carnival Internet, Audra Security and Catena.
The challenge was to give each brand a distinct, relevant story while building confidence in the business behind them.
The Objective
We set out to:
- Introduce Dotlines and its brands to the UK market.
- Build credibility among prospective customers, telecoms operators, resellers and business partners.
- Explain the practical benefits of its technology for households and businesses.
- Develop visibility for the UK leadership team, including CEO Jaki Chowdhury.
- Secure relevant media coverage and links that gave readers a route to learn more.
- Communicate the group’s commitments to accessibility, fairness and social responsibility.
The Insight
An international track record provides a useful foundation, but a new market needs its own reasons to pay attention.
For Dotlines, those reasons sat in the problems its brands aimed to solve. Households wanted straightforward broadband pricing and accessible online protection. Small businesses needed security they could manage without extensive technical resources. Telecoms operators needed simpler systems to support their growth.
Our approach was to translate technical products into clear stories about those needs.
Each brand also required a different media approach. Specialist telecoms and channel publications could help reach operators and distribution partners, while business and regional media offered opportunities to introduce consumer services to a broader audience.
The Strategy and Activation
We developed a programme of coordinated announcements and media relations activity that introduced the group, explained its individual brands and maintained visibility through product and partnership news.
Establishing the Dotlines story
We began with the group’s UK launch, setting out its ambitions and introducing the business behind the forthcoming services.
To support the launch, we created and sent media mailers to key journalists, pairing the launch press release with branded items including a notebook, pen, chocolate and USB.
The mailers provided a tangible introduction to Dotlines, designed to build familiarity with the brand and draw attention to its UK arrival. They complemented our targeted media outreach, giving journalists the launch information alongside a memorable first impression of the business.
This created a foundation for the individual brand announcements that followed.
Giving Carnival Internet a clear point of difference
The broadband market offered little room for another launch story focused solely on speed.
For Carnival Internet, we brought its commitments to fair pricing, customer loyalty and social responsibility to the forefront. The proposition gave us a broader story about what customers could expect from a new provider and how it intended to challenge familiar frustrations.
We secured coverage across specialist telecoms publications and a wide range of consumer and regional titles, extending the launch beyond an industry audience.
Making Audra Security accessible
For Audra, the communications challenge was to explain cybersecurity in terms that households and small businesses could understand.
We focused on simplicity, affordability and the ability to manage online protection without extensive IT knowledge. Pre-launch communications introduced the proposition, followed by news of the Kenton Group distribution partnership and UK product availability.
This provided several opportunities to reach technology, security and channel audiences, with coverage in key publications including SourceSecurity, Security Brief, ChannelLife and Technology Reseller.
Connecting Catena with operators’ business challenges
Catena required a focused B2B approach.
We positioned its cloud platform around the operational challenges facing telecoms providers, including disconnected systems, manual processes and the need to scale efficiently.
The launch story included its first client Rocket Fibre, as a practical example, helping explain how the platform could support an operator’s growth. Coverage was achieved in key telecoms and tech media.
The Results
- 1 94 distinct coverage placements across technology, telecoms, cybersecurity, business and regional media.
- 1 45 placements containing links to the relevant client websites.
- An average domain authority of 59/100 across the links
- 1.84 billion cumulative potential media reach
Coverage highlights included MSN, Business Insider, ISPreview, Total Telecom, Telecompaper, BusinessCloud, Insider, London World, The Scotsman, Yorkshire Post, SourceSecurity, Security Brief and Technology Reseller.
Linked coverage included The Scotsman, with a domain authority of 90/100, Edinburgh News at 85/100 and Yorkshire Post at 79/100.
Alongside building awareness and credibility, our PR activity helped drive traffic to the brands’ websites, with visits converting into sales. This connected media visibility with commercial outcomes, supporting Dotlines and its brands as they established themselves in the UK market.
The Impact
We helped established a visible UK media presence for Dotlines and its brands during their market entry.
Prospective customers and partners could find coverage explaining the group’s ambitions, its products and the needs they were designed to address. Specialist titles provided visibility within relevant industries, while broader news coverage introduced its consumer propositions to audiences beyond the technology sector.
That visibility also supported commercial outcomes. Our activity helped drive traffic to the brands’ websites, with visits converting into sales as the businesses established themselves in the UK.
Together, the coverage created a foundation for the group’s UK reputation and a body of material to support its marketing and commercial conversations.
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