Diffusion hired to help launch CEL’s new 3D printer

Diffusion has won a new account with British product development company CEL to publicise a consumer-focused 3D printer following a competitive pitch.

The agency has been briefed to position the Robox device as the first easy-to-use 3D printer that can be purchased by regular consumers at an affordable price. The product will become available in April 2014 in the UK and US.

Targets of the new campaign include consumer home and lifestyle media channels, as well as the consumer tech and 3D printing/hobbyist press. Diffusion is also supporting the mainstream launch of Robox at the Consumer Electronics Show in Las Vegas this week.

CEL selected the agency for the brief due to its proven expertise in the consumer and technology fields.

Ivana Farthing, head of consumer technology at Diffusion, said: "At Diffusion we're passionate about companies that are at the forefront of technology and the Robox printer is a fantastic example of this."

Other high-profile clients of the PR firm include Metro, Disney, CNBC, Mothercare, Primark and the Department for Business, Innovation and Skills.