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
Implementation:
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
Results:
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
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