General Electric

General Imaging was a brand new company that had just secured the trademark rights to launch a line of GE branded digital cameras. The challenge was they had no cameras, not even prototypes. Nor did they have any other marketing materials. The New West team went into overdrive and in just three short months we presented the new enterprise to the industry in an 8,400 square foot exhibit booth at the photo industry’s leading trade show. From design, video production and even staffing, New West provided turnkey service so General Imaging personnel could concentrate on selling customers. In addition to a full court public relations press which garnered massive ink, we also launched a trade advertising blitz, developed a full compliment of brochures and collateral materials, captured reviews in dozens of consumer publications and even orchestrated appearances on “The Price Is Right” and the Home Shopping Network. Within the first year of our campaign, the brand went from 0 retail exposure to more than 22,000 outlets, including Sears, K-Mart, Radio Shack and many others.

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