Bubble Agency Delivers Breakthrough Results for i-PRO at ISC West

Turning Noise into Noteworthy Coverage

ISC West is the security industry’s biggest event, with hundreds of vendors competing for the same headlines. For i-PRO (formerly Panasonic Security), a global manufacturer of advanced AI-powered security cameras, simply issuing press releases and pitching product specs wasn’t enough. The company needed a way to stand out in a crowded marketplace filled with jargon, buzzwords, and copycat claims.

That’s where Bubble Agency came in. As i-PRO’s PR agency of record, Bubble didn’t just secure media briefings. We transformed those conversations into lasting editorial partnerships that positioned i-PRO as a thought leader on the future of security technology.

Strategy: Conversations, Not Monologues

Most vendors at trade shows are itching to talk to journalists and editors. The problem, however, is that if they are lucky enough to talk to one, they tend to talk “at” them versus “with” them, not really engaging in a two-way conversation. Bubble took a different approach when we sat down with the media and analysts at ISC West. We first asked reporters what they had seen on the show floor, what topics or technology they found interesting, and what trends they wanted to share with their readers. We then positioned i-PRO’s innovations in that context, whether it was explaining the efficiencies of edge AI over pure cloud, the real implications of ISO/IEC 42001 ethical AI certification, or why automating tasks matters more than simply “having AI.”

By focusing on education, not product pitches, Bubble ensured i-PRO became a trusted source on the central issues driving the industry forward: the role of edge computing, cybersecurity, hybrid cloud, automation, and how it all relates to AI.

Results: 15 Top-Tier Media & Analyst Briefings

Over the course of the show, Bubble secured 15 in-depth interviews with leading publications and analysts, including Security InfoWatch, Security Magazine, Security Sales & Integration, Campus Safety, Security Today, ISJ/SJA, and Frost & Sullivan.

The outcomes spoke for themselves:

• 91 media articles in Q1 2025 featuring i-PRO, fueled in large part by ISC West coverage.
• Multiple byline opportunities requested on edge AI, Docker deployment, cybersecurity, and ethical AI.
• A significant share-of-voice lift across North America, Europe, and APAC, with i-PRO leading in several regions.

Journalists weren’t just covering product announcements. They were quoting i-PRO executives as authoritative voices on the industry’s future—precisely the results Bubble set out to achieve.

Differentiation: Beyond the Booth

Trade shows can feel like a blur of “AI-powered, best-of-breed, end-to-end solutions.” Walking the halls, it appears that every company does the same thing, since they use the same tired buzzwords and jargon. Bubble cuts through the noise by focusing on authentic voices, relevant trends, and the journalist’s perspective. Instead of relying on spewing news that is already in the journalist’s inbox, Bubble invests in relationships and dialogue. What do the readers of a given publication need to learn to do their jobs better next year? Is it a reseller audience or an end-user audience? How can we support the publication while supporting ourselves? That’s why reporters left i-PRO’s stand with full notebooks, fresh story ideas, and a clear understanding of what makes i-PRO different.

Security technology PR and marketing often suffer from underinvestment, weak storytelling, and poor trade-show execution. Bubble proves there’s another way: give journalists what they need to engage their readers, and they’ll give your brand the visibility it deserves. We help i-PRO educate the industry, because smarter customers make smarter buying decisions.

Conclusion: A Model for Modern Trade Show PR

For i-PRO, ISC West 2025 wasn’t just another event. It was an important opportunity where a focused PR strategy delivered measurable brand impact. Bubble Agency helped the company rise above the noise, dominate share of voice, and establish itself as a go-to resource for press and analysts worldwide.

For any physical security company wondering how to translate trade show investments into lasting visibility and credibility, this is a perfect example. It may not seem like rocket science, but so many organizations fail to execute and see a poor ROI. Bubble helped maximize i-PRO’s return and has the KPIs to prove it.

To find out more about security technology PR, please contact us here.