Brother International Singapore appoints Red Dawn Communications as PR Agency

PR initiatives will include promoting Brother’s “Plant-10-Trees” Go Green project

Singapore, 20th May 2009 – Red Dawn Communications is set to boost the profile of Brother International Singapore with its new appointment as PR agency for the brand in Singapore. The agency will also focus on promoting Brother’s ‘Go Green’ initiatives, including projects like Brother’s latest “Plant-10-Trees” project.

"We're excited for the opportunity to develop new PR initiatives to help Brother connect with their consumers in more relevant and meaningful ways," said Florence Ang, Director and founder of Red Dawn Communications. “Additionally, we are personally excited to be part of the team to help promote recycling efforts of Brother’s printer cartridges to consumers, especially when every effort counts towards reducing our carbon footprint on earth.”

Brother’s ‘Plant-10-Trees’ project is a tree planting project started in Singapore to encourage the return of used Brother ink, toner and drum cartridges. Customers can choose to recycle via walk-in to the Brother Customer Service Showroom at 152 Beach Road, #01-01 Gateway East Singapore 189721 or they can mail back used ink cartridges via postage free envelops sponsored by Brother. For every four used Brother ink cartridges collected, Brother is donating $1 to the contribution its ‘Plant-10-Trees’ project. With every $200 accumulated, a tree will be planted where Brother has set a goal to plant 10 trees by 30th September 2009. Corporate customers can contact Brother to arrange for collection of all used Brother cartridges.

701 cartridges has been collected to date (updated on 5th May 2009) and customers can also opt to monitor the progress of the collection via email when they sign up online to request for a Brother recycling envelope.

"We are looking to work with Red Dawn Communications to develop new initatives that will enable meaningful dialogue between our brand and our consumer," said Tan Jing Jun, Assistant Marcom Manager, Brother International Singapore Pte Ltd. "Brother has always focused on delivering a superior customer experience and we want to find new ways to allow us to truly communicate with our customers," Tan added.

Red Dawn Communications is tasked to proactively direct and implement the public relations programs for Brother’s CSR activities and products launch. Brother produces quality innovative products for the print and imaging, labelling and sewing markets with its target audience ranging from the customer at home, entrepreneurs who have home offices and industrial enterprises. Key products include laser printers, Multi-Function Centres (MFCs), fax machines, labellers, label printers, and a wide range of home and industrial sewing machines. The PR program will focus on 3 basic pillars – Customer Experience, Customer Feedback and Creative Engagement.

For more than a century, Brother has won recognition as a brand synonymous with delivering product innovation and customer satisfaction. As a leader in home and business IT peripherals that focuses on the 'Customer-First' approach in all aspects of their business, Brother has continuously met the varied needs of their customers through their comprehensive range of quality printing solutions. Brother's regional South East Asia headquarters, with fully integrated sales, marketing and services capabilities is located in Singapore. Across the region, Brother has subsidiaries in Thailand, Philippines and Malaysia, as well as liaison offices in Indonesia and Vietnam. Brother celebrated its hundred years of existence along with the launch of the world’s first A3 inkjet multi-function center (printer, copying machine, fax, and scanner, all up to A3 in size including A4 sized document and 4R photo paper for business usage).

About Red Dawn Communications (www.reddawncommunications.com)

Red Dawn Communications, Singapore's first cross media marketing agency specializes in public relations with a corporate mantra - "Creativity Entertains". Founded in 2003 by Florence Ang as a PR and marketing communications consultancy, the agency has built its reputation as a full service PR & marketing agency for entertainment and lifestyle companies with specialty on entertainment content including movies, television and video gaming.

Past and current client list include key players in the entertainment, interactive digital media and sports industries such as 20th Century Fox Film East, Electronic Arts, Games Convention Asia, Golden Village Multiplex, Mikoishi, Motion Picture Association, Mediacorp Raintree Pictures, National Arts Council, Singapore Rugby Union, SingTel (for mio TV), Tampines 1 and United International Pictures. The agency also handled PR for regional events like Anime Festival Asia 2008 and Games Convention Asia 2008.

For media queries, please contact:

Florence Ang
Red Dawn Communications
+65 6222 4704 / +65 9691 1404
florence@reddawnpr.com

Loh Lik Yong
Red Dawn Communications
+65 6222 4704 / +65 8420 9238
likyong@reddawnpr.com