SITUATION
Johnson Outdoors developed the innovative Escape line of electric boats offering an environmentally friendly option for boaters who either couldn’t use, or didn’t want, gasoline-powered craft.

GOALS & OBJECTIVES
- Generate immediate publicity by capitalizing on the launch of the new line
- Create a buzz among consumers and encourage foot-traffic through the Escape booth at regional and national boat shows
- Accumulate print and broadcast media clips to set the stage for national roll-out and accompanying PR campaign

IMPLEMENTATION
Boelter + Lincoln produced the Escape Electric Boat regional launch press kit, while setting up regional television and radio interviews prior to and during the boat shows. B+L then leveraged relationships with regional outdoors editors to gain placement in show preview stories and provided on-site tactical planning and media relations aimed at maximizing Escape presence at the Chicago, Minneapolis/St. Paul, Miami and Detroit boat shows.

RESULTS
- Feature stories in many major metropolitan newspapers and trade publications across the US, including Chicago, Miami, Detroit and Minneapolis/St. Paul
- TV coverage including Good Morning America, and multi-network news coverage in Chicago, Detroit, Grand Rapids, Denver and Minneapolis/St. Paul