icetana
Translating technical innovation into clear, compelling media messaging,
with national reach
Situation
icetana is an Australian AI software company that provides real-time video analytics to enhance security operations across global sectors such as universities, shopping centres and transport hubs. As a listed company working in a highly technical field, they needed support to prepare and distribute a media announcement that communicated clearly to both industry and mainstream audiences.
With the release of a major software upgrade on the horizon, icetana wanted to position the company’s capabilities confidently—demonstrating innovation while keeping the messaging accessible to journalists unfamiliar with AI or surveillance technology. The announcement needed to balance technical credibility with broader business relevance.
Task
Stitch Communications was engaged to draft the media release and lead the media outreach campaign for the product launch. The objective was to ensure strong, consistent messaging and secure media coverage across business, technology and industry outlets.
Action
We worked closely with icetana to understand the product’s context, functionality and commercial value. From there, we:
Refined the announcement to highlight product benefits and real-world applications
Translated technical language into plain English while preserving precision
Drafted a structured, ready-to-publish media release
Developed supporting key messages for consistency across touchpoints
Led targeted media outreach across business, tech and industry publications
Matched outlets to audience segments and positioned the story accordingly
Result
The campaign achieved media coverage across all targeted categories—including national business outlets, tech media and industry trade press. The release helped position icetana as an innovator in the AI space and prompted further interview opportunities. Their internal team gained a clear, consistent messaging base for future product updates and public communications. The outcome: strong media visibility, a clearer voice in market, and messaging that opened doors.