ALK had already developed strong relationships with mobile network providers and handset manufacturers such as T-Mobile and Motorola in a deal for CoPilot Live to be their preferred UK satellite navigation solution. This was to be the springboard for Hotwire’s launch campaign and formed one strand of a two-pronged awareness building strategy for the brand.
But providing journalists with the opportunity to touch or test a product is vital in consumer product PR and this concept formed the second strand for the CoPilot launch strategy in Europe. Hotwire set up a CoPilot Live demo tour, driving to the offices of key UK media in a branded Mini to take journalists out for a drive. This way they could experience the navigation system themselves, including its spoken directions facility and animated graphics display. |
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