The Challenge
Worldwide leader in marine audio entertainment, FUSION®, briefed ADPR to launch its revolutionary new Apollo Series at the home of luxury yachting in the Balearic Sea, Mallorca, just off the coast of Spain. Not only did the team at FUSION® want to show off the incredible sound quality produced by the Apollo Series, along with the elegant, sleek form factor, they also wanted to demonstrate FUSION®’s strength as an industry leader, and how passionate their people are about their products, company and industry. This is where they called on the expertise of ADPR, who were able to create a communications plan and product launch campaign that would really engage the media and show off the true power and quality of the new Fusion Apollo entertainment system.
Once again I would like to thank you personally and on behalf of Plefsi Magazine for the great hospitality, the remarkable organisation and of course the chance to get to know first hand the great systems that Fusion produces. I am already preparing my article so to be published in the next edition.
The Solution
ADPR identified and hand-picked a select group of 13 media, representing 18 publications across Europe.
ADPR were briefed to seek-out the perfect location for the planned working breakfast and Apollo presentation, whilst fitting in with FUSION®’s objectives and budget. Our expertise in product launch campaigns, and our extensive contacts, helped us to deliver success in these areas.
Once OD Port Portals was chosen as the ideal location, ADPR compared, sourced and booked flights for the trip, airport transfers, hotels and restaurants for each individual journalist to meet their requirements. As well as drawing up individual itineraries, ADPR also used its extensive range of contacts to assist FUSION® in securing a stunning Fairline yacht and moorings for each of the boats.
Two ADPR team members attended the three-day long event, hosting the journalists, managing the event and were on-hand to help the client. They also ensured the agendas and timetables were stuck to as closely as possible. Each attendee was provided with a comprehensive media kit to ensure they had all the information they needed to help produce their features.
Since the initial launch, ADPR is ensuring that publicity around the Apollo Series continues in order to keep up momentum.
The Results
The European product launch campaign for the Apollo Series was a massive success overall, with 13 journalists representing 18 publications from 10 countries, all descending on Port Portals to be the first in the world to see the new Apollo product. Media coverage so far has reached an audience of over 560,000+ and was seen in key media titles across the EU including Barche, Nautique and YACHT.
If you’d like to find out some more information about the work we do with product launch campaigns, you’re always welcome to get in touch with us.
If you’d like a no-obligation discussion about your marketing communications, please get in touch with us on hello@adpr.co.uk or call 01460241641.
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