Hotwire further encouraged attendance and coverage by devising a treasure hunt competition promoted on the night. Hostesses were trained and briefed to provide product demonstrations to the attending media to ensure journalists had visibility of the limited-edition co-branded PND.
In spite of the challenging conditions, the results of Hotwire’s campaign for NAVIGON far exceeded the client’s expectations. The launch, which was 100% driven by PR and managed by Hotwire, resulted in a total sell out of the units within ten weeks of the launch.
In addition to the sales success, the co-branded product was considered a breakthrough in putting GPS into the minds (and hands) of the Parisian-chic.
NAVIGON has extended its media partnership to include an edition of their software linked to ‘Le Guide du Routard’ (the French equivalent of the ‘Lonely Planet’ guide).
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Campaigns 
