The Siren Group readying first PR effort for Siemens

The Siren Group Inc. is launching a PR effort for Siemens Hearing Instruments, a division of electronics and industrial conglomerate Siemens Canada.

Siemens Hearing Instruments hired The Siren Group in June to help promote its newest line of hearing aids. The first campaign launches this Friday with a business-building seminar for audiologists and clinicians, followed by a media fashion and design event at The Spoke Club in Toronto.

Siemens’ audiologist team has paired its hearing aids with clothes provided by The Bay. “We’ll have people from different scenarios whether they’re dressed up for a night on the town, or the more casual approach, or different sporting events...to show how our hearing aids match people’s lifestyle and their dress,” said Karen Tuinstra, director of marketing, Siemens Hearing Instruments.

In addition, a media tour kicks off Friday with a hearing aid retrospective set to air on CTV’s morning show, Canada AM.

The objective is to increase awareness of hearing loss in Canada, and demonstrate how the devices have evolved over the years, said Tuinstra.

“We want people to understand that the great big beige banana that hung on the back of great-grandma’s ear is no longer the hearing aids that we have in Canada,” she said. “They’re stylish, they’re discreet, they’re funky, they’ve got different colours and patterns. It’s not something to be ashamed of.”