 Two Wheels, Four-Countries
Originally known as Project Ginger, Segway (link to www.segway.com)‘s launch of the Segway HT (Human Transporter) was one of the most talked about technology launches ever in the US. And when the company began to ramp up sales and distribution in Europe in 2005, it turned to MCC International to for PR and media support.
MCC set up a network of press offices covering the UK, Germany, Italy and Spain and immediately began generating coverage in national newspapers and consumer magazines. Well-known for direct consumer sales, Segway also has a major push to security, transport and police customers and MCC built in and delivered a significant push to all three of these industry’s trade press.
Alongside the press push, MCC wrote and delivered Segway’s EMEA ‘Dealer Pack’, a set of supporting materials provided to all new sales people. And, at the other end of the spectrum, we also deployed test units to various TV shows, from BBC Breakfast News to the Discovery Channel, training intrepid presenters in the process!
As Segway’s Director of Marketing Communications commented at the start of the EMEA campaign “With a solid background in both technical and consumer PR, MCC International has all the skills and experience we need to spread the word about the Segway HT and everything it can offer.”
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