Shrinking holiday leads to growth in brand presence – Citrix Online
May 15, 2009 by Derek Lau
Filed under Case studies, Featured Content, Technology
To lift Citrix Online’s brand recognition amongst businesses and consumers, Howorth raised Citrix Online’s profile, and that of its GoToMyPC software, by showing thought leadership on the issue of work/life balance. The initiative generated over 130 media placements.
Media coverage appeared across a number of television programs including Channel Nine’s Nightline, National Nine News, Channel Seven’s Today Tonight, as well as featuring on prominent drive time radio programs on 3AW, 2UE and ABC radio.
Additional coverage highlights include:
An effective approach
Howorth helped Citrix Online gain the coverage by, initially, commissioning research with an independent firm to examine the number of interruptions employees experience in their jobs whilst out of the office. This occurred in the run up to the summer holiday season, when most Australian employees take personal leave.
Called Shrinking Holiday Syndrome, the research found that nearly three out of four Australian full-time workers were interrupted or called back to office during their holidays.
Taking this insight, Howorth then launched the research, with a key message to organisations being to ‘get with the times’ and provide employees with remote working technology to alleviate Shrinking Holiday Syndrome.
Howorth coined the term Shrinking-Holiday Syndrome, defined as the encroachment of work into people’s personal life, the stress of not being able to take care of work issues remotely and the physical act of travelling into the office during holidays.
