GE Digital Cameras
General Imaging Corporation – GE Brand Digital Cameras Introduction
Disciplines: Public Relations, Advertising, Event and Exhibit management
Objectives:
Establish industry awareness leading to retail distribution of a new line of digital still cameras.
Strategies:
- Leveraged the power of the GE brand to heighten interest for a new category introduction.
- Created industry anticipation through a strong campaign of print advertising and public relations efforts in leading trade publications targeted to retailers in the consumer electronics, mass merchandising and photo specialty sectors.
- Created a large scale exhibit and special events for buyers and trade press to make a dramatic statement at the industry’s leading trade show.
- Established credibility for the line by introducing the public to GE digital cameras via cost-effective public relations and product placements.
Results:
- In less than one year, GE digital cameras gained distribution in over 22,000 retail outlets, including Sears, Wal-Mart, K-Mart, Radio Shack, Walgreens and several others.
- More than 200 articles were generated about the brand and its cameras with an estimated reach of greater than 60,000,000 impressions.
- GE digital cameras appeared in major national publications and Web sites, including USA Today, Redbook, Ladies’ Home Journal, Better Homes & Gardens, Women’s Health and all industry related trade publications.
- GE digital cameras received prime time national television exposure on The Price Is Right and numerous other broadcasts around the country.
