Tabblo: Launching A New Photo Sharing Site into A Crowded Market


Tabblo wanted to launch a new type of photo-sharing service into an already existing and crowded market.  Tabblo is rich content-creation tool for turning photos and words into shareable online stories. The challenge was to compel consumers who may already be using a different service such as Kodak Easyshare, Flickr, Shutterfly, and others to give Tabblo a try. The company wanted to generate leads and achieve the overall objective of signing up 100,000 members within six months. The company wanted to use PR as a tool to reach a broader audience and assist in giving the company recognition to support with its other marketing tactics for more specific audiences.


Our Work:

  • Red Javelin created messaging that focused on attracting select audiences –quality oriented consumers, semi-professionals such as artists, and “alpha-geeks” who are interested in the latest and greatest technology.
  • Developed a multi-phased strategy to launch Tabblo’s new photo-sharing service into the market as well as to raise company visibility within the business community.
  • Red Javelin implemented a media relations product launch for the company’s new photo-sharing service, targeting high-level consumer reporters. We also seeded online outlets and communities with Tabblo picture stories to generate interest.



  • Secured a positive review by Walt Mossberg at the Wall Street Journal.
  • Secured placements consumer, business and trade press including PC World, Boston Globe, Washington Post , C/net, Computer Shopper, Camera Town, IDG News and TechCrunch, Washington Post, Fast Company, TechCrunch, Budget Travel and Technology Review.
  • Drove traffic to Tabblo from online travel communities.
  • In less than 10 months after initial launch, the company was sold to HP.