Tapping into the media for Zip Heaters
We're used to working with market leaders. So when Zip Heaters, world leaders in instant boiling water solutions, asked us to shout about their new range extensions we got ready to turn up the heat.
With two distinct markets, three new products and four new tap finishes this wasn't just an everyday product launch. But we used all our media know-how and events expertise to take over a top London hotel for a day and stage two separate press events that attracted journalists from far and wide.
We allocated the morning for journalists from home and lifestyle magazines, reaching Zip's domestic market influencers with a tempting cocktail of goody bags, cupcakes, working models and all-important press packs. In the afternoon we covered the important commercial market, treating our trade media contacts to a three-course lunch and a feast of product displays and eye-catching presentations in the hotel's very own cinema.
It wasn't all about schmoozing though – our cost effective events pitched the right information to the right journalists, helping to make sure that 95% of the magazines in attendance covered Zip's new range extensions within two months. The Independent even listed Zip in their top 50 kitchen appliances of 2011.