communication strategy, media relations

eBay entered Poland in 2005 – when local player Allegro already was the very established online auction portal, loved by online community and by media. eBay, ‘the American giant’, was perceived as corporate foreigner in patriotic Poland, trying to win over the local favorite.

In 2007 Twenty Four Seven PR was asked to support eBay Poland in their challenge to gain popularity. At first a well defined clear cut media message, communicating eBay’s USP, and a media strategy were prepared. Intense and pure media relations, realized with a true passion for the eBay-model have turned eBay Poland from being a weak alternative to Allegro, into an attractive niche player.

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