BushWares.com
PROGRAM
BushWares.com Brand Launch
OVERVIEW
BushWares.com, a newly founded company that creates and sells products online
featuring words and phrases by George W. Bush, came to TRG for consulting
and implementation of the site development/hosting, product fulfillment and
media campaign. A vital aspect to all components was leveraging the clever
and unique product line while ensuring that the company and products were
not perceived as mean-spirited, but rather "patriotic with a twist".
Working together, BushWares.com was launched in April 2002. To support the launch, the media campaign involved a two-prong PR component that contained high profile stories in the mainstream media (Los Angeles Times, Reuters, WWD, NY Post, etc.), and vertical and regional trade publications. Detailed and deliberate messaging was created to ensure that the public understood the nature of the product line.
SUPPORT
- Website development/hosting, content, messaging, product placement
- PR in high profile,
mainstream media outlets and vertical and regional trade publications
RESULTS
The company launched with an overwhelming response from the national and international
media, resulting in ad equivalencies over $60,000.00 to date.
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