When the world’s largest commercial mapmaker finally introduced its first GPS Navigator for personal use, the market for these products was well saturated.
To make the launch more difficult, the company decided to rely solely on publicity for marketing support.
Undaunted, we launched the product with an exclusive to The Wall Street Journal, then followed with an intense PR effort that earned coverage in national business press (e.g., Fortune, The New York Times), well-read blogs (e.g., Engadget and Gizmodo) and hundreds of newspapers, magazines and television programs (e.g., CNN’s American Morning). Even in a marketplace flooded with more established product, interest in this new system was strong.