Case Histories

Callaway | SUBWAY | Timex | NASCAR

TIMEX Expedition WS4 Product Launch

To support the launch of the Timex Expedition WS4 – a revolutionary timepiece that includes an altimeter, barometer, thermometer and compass, expertly encased in a widescreen dashboard for precise, convenient intelligence at a glance
To leverage the innovative features of the WS4 and reinvigorate the overall Timex Expedition brand while highlighting Timex’s technological capabilities

Developed a multi-phased public relations program to drive sales by reaching and engaging the target audiences including:
- Adventure / Outdoor Media
- Technology Media
- Men's Style / Men's Lifestyle Media
Introduced the WS4 to influential outdoor media outlets at the Outdoor Retailer Winter Market Show (the world’s largest outdoor sports industry gathering in the world with a focus on the active outdoor lifestyle)
Executed strategic media outreach while identifying product seeding opportunities with key influencers in the outdoor industry

Timex.com sold out of inventory in less than two weeks, making the WS4 one of the top selling watches on the brand’s Web site
Timex collected a database of nearly 2,000 targeted consumers via TimexExpedition.com prior to the launch of the WS4
Secured coverage of the WS4 included more than 100 magazines and Web sites, resulting in a publicity value totaling more than $1,000,000

Traditional and digital placements for WS4 garnered 20 million impressions and 35 million unique visitors per month respectively
Secured exclusive placements in three of the top five consumer technology blogs, Engadget, Gizmodo and Boing Boing, to help drive product awareness leading up to the product’s launch