Philips Press Conference in a box
CLIENT: Philips Automotive Lighting
DETAILS: Since the media can rarely afford to have editors travel to a press conference, B&S sent a “press conference in a box” to members of the media to launch the Philips VisionPlus line of enhanced safety headlamp bulbs.
The package included a “press conference breakfast” of Starbucks and biscotti, a sample of the product, and press releases in DVD and print formats.
Press clippings showed that coverage from the mailing reached a readership of over 680,000. To reach the same size audience with paid print advertising would have cost over $60,000.
MEDIUM: Multiple
