Company: Haier America
Campaign: Haier Home Tour
PR Team: In-house
Launch: July 3
Budget: Undisclosed
Objective: When appliance manufacturer Haier America debuted the Haier Road Show last year, it was, according to the company's VP of marketing, Richard Block, “one-dimensional.” The scope of the campaign was limited to a line of refrigerators and tour stops that didn't go farther West than the Mississippi River.
This year's Haier Home Tour was crafted to target both retailers and consumers with a strategy intended to build awareness of the ...