Exploding media visibility for Parallels Desktop.

Pervasive product storytelling and hands-on media access drive widespread coverage and product reviews.

Client: Parallels

Website: parallels.com

Industry: Business software for flexible virtualization and seamless security.

Media Placement

Product Launch

Product Reviews

News Features

Pieces of Coverage

Online Readership

Social Engagements

Maximum Domain Authority

CHALLENGE

Generating continued interest.

Parallels wanted to amplify the buzz around their popular product, Parallels Desktop. Parallels Desktop is a downloadable application that allows Mac users to run Windows, Linux, or macOS operating systems and applications on their iOS computer. While the product was highly regarded, the ongoing news on updates and new releases was not generating the desired media attention. Recognizing this gap, Parallels engaged Avista. By leveraging its deep media relationships and proven pitching techniques, Avista knew there would be a strong opportunity to significantly increase media coverage and expand the product’s reach.

SOLUTION

Strategic relationship building.

Avista understood that the key to increasing coverage lay in cultivating and sustaining strong relationships with journalists while presenting fresh, compelling angles for Parallels Desktop’s product updates. Drawing on their background as former journalists, the Avista team devised a strategy to engage both the key industry gatekeepers and media professionals. Their approach was simple but effective: let journalists experience the product and its updates firsthand. By providing strategic early access, advanced briefings, and complementary licenses, Avista allowed the product to showcase its value directly, establishing an authentic and impactful story that resulted in volumes of new product features and product reviews.

RESULTS

Hands-on success.

In three Parallels Desktop announcements, Avista reached a global online readership of 1.74 billion people. These were not just standard product updates but opportunities for journalists to experience and write about Parallels Desktop from personal experience rather than only relying on limited information from a typical press release. This hands-on strategy resulted in deeper engagement and a heightened level of interest from both reporters and readers. The increased volume, quality, and positivity of the coverage not only boosted Parallels Desktop sales but also fostered a growing user base that continues to expand.

View Parallels Desktop Coverage

Working with Avista was a game-changer. Their ability to craft compelling angles and build strong media relationships brought Parallels Desktop firmly into the spotlight. The depth and reach of the coverage they secured helped us significantly elevate our brand presence.”