The power of a press junket
January 13, 2014
For longtime client Sub-Zero and Wolf, 2013 marked the start of the largest product rollout in company history. More than 60 new products will be added between 2013 and 2015 including new oven lines, advanced preservation features in refrigeration and, for the first time, a coffee system – all called New Generation. The New Generation is a big deal for the brands, and our team thought it presented the perfect opportunity to hold a press junket. Our last was over a decade ago.
To host a captive audience of key journalists from top-tier publications at company headquarters in Madison, Wisconsin. We wanted to put them in front of the new products so they could see firsthand what all the excitement was about.
We accommodated 19 journalists with whom we’ve worked for many years, all from a combination of shelter, culinary and trade publications, as well as a few blogger friends close to the industry. Top names includedArchitectural Digest, Good Housekeeping, Food & Wine, Elle Décor and Bon Appétit.
After product presentations, delicious cooking demonstrations, a couple factory tours and Q&A sessions, we called our trip a success. Throughout the two-day journey, our journalists were blogging, tweeting and even Instagramming (they went wild, shooting 15-second videos during the factory tours), but what followed was even better.
After returning home, we reached out to each journalist for their honest feedback on the trip and the Sub-Zero and Wolf brands. From this, we were able to see the value explaining the many facets of New Generation. One of our attendees said, “It was a great experience, both informative (I would not have been able to comprehend all of this from a press release) and fun (not to mention delicious).”
In the following months, coverage started to pour through. From our 19 attendees, we have already seen around a dozen stories written, with a handful coming in 2014. To date, we’ve garnered more than 3 million impressions in key target publications as a direct result of our press junket. Mission accomplished.