PR Case Study - Technology - Pioneer Electronics

A Shipboard “Launch”

Pioneer Electronics wanted to introduce its new CD/video product and needed the attention of key industry trade media. Accordingly, we devised a shipboard “wedding” that “married” the compact disc to the laserdisc on board a yacht, cruising around Manhattan for a special media luncheon. Actors represented the two technologies, a “ship’s captain” officiated and everyone toasted the couple with champagne. A specially marked bus picked up the VIPs and reporters at set locations in the city, sailed, and returned to the same locations after the event. All of our target media participated, from high technology to home entertainment trade media, and the launch generated tremendous initial sales of Pioneer’s new product.

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