Pioneer Electronics: B2B PR Blitz to Support New Product Lines

Pioneer Electronics needed the attention of key industry trade media for the introduction of its new CD/video machine. Rosica devised a “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 technology couple with champagne. A specially marked bus picked up the VIPs and reporters at set locations in New York City, brought them to the pier and returned them after the cruise. All of the target media participated, from high tech to home entertainment trade media and the launch generated tremendous initial sales of Pioneer’s new product.