Hasselblad
Brief
Jori White PR was retained to coordinate the global PR campaign for the launch of the Lunar, Hasselblad’s state-of-the-art, Italian-designed ‘ultimate luxury’ camera
Strategy
Jori White PR worked with affiliates in France, Italy, the US, Japan, Hong Kong and China to launch the Lunar to luxury lifestyle media as well as carry out a campaign in the UK
The activity was spearheaded by a launch event for select media, together with top photographers associated with the brand
Jori White PR arranged for astronaut Buzz Aldrin to be an ambassador for the US event as he had taken the first images on the moon with a Hasselblad. Mayor of New York Michael Bloomberg also proclaimed the launch day Hasselblad Day
Celebrities and opinion formers in each territory, from Goldie Hawn and Pink Floyd drummer Nick Mason to guests at the Venice Film Festival, were given a Lunar in return for endorsement
Press coverage was further achieved via one-on-one demonstrations of the camera, features, reviews, product placement and interviews
Results
Sales exceeded all expectations. David Beckham is just one of the global style icons who is the owner of a Hasselblad Lunar
