MISSION SUPPORT: Public Relations and Media Event Support
To cement its reputation as the world’s most environmentally responsible appliance brand, Beko Home Appliances had plans to launch its most-ever 40 new cooking, cooling and cleaning products at the 2023 Kitchen & Bath Industry Show® (KBIS) in Las Vegas. The team at Rocket Launch provided onsite public relations support in the form of media outreach, live interviews, press conferences and speaking opportunities for Beko, a long-time client, to ensure its sustainability message rose above the din of the other 499 exhibitors.
To do that, the Rocket Launch team developed a messaging hierarchy centered around two key outcomes:
- Position Beko as the definitive sustainability, health and wellness appliance brand in the United States; and
- Unveil and expand Beko’s new KBIS booth and industry presence, which included highlighting the brand’s investment in an all-new sustainable booth and next-generation technologies and appliances that make up its Beko Healthy Kitchen product suite.
KBIS, North America’s largest trade show for all facets of kitchen and bath design products, trends, and technologies, saw a record number of 40,000+ attendees in 2023 at the Las Vegas Convention Center. During the three-day trade show, the Rocket Launch crew engaged 900 media and influencers through outreach and several strategically selected at-show activations, including media tours, thought leadership opportunities, and presentations to industry experts and media. Results included placements totaling more than 100 million impressions in Forbes, USA TODAY, Elle DÉCOR, New York Times, Wall Street Journal/MarketWatch, Yahoo Finance, TrendHunter, CE Pro and others; and segments on A&E and “The Drew Barrymore Show.”
One of Beko’s key message points was the introduction of HarvestFresh™, Beko’s proprietary crisper technology featured in its 20 new refrigerator models. This three-light innovation keeps fruits and vegetables fresh for 30 days and preserves essential vitamin content to provide the industry’s most tangible health and sustainability benefits.
Rocket Launch’s strategy also included Beko receiving first-ever recognition as the “Brand with the Biggest Bite” during the DesignBites “Shark Tank”-like competition for its French Four-Door Refrigerator with HarvestFresh. Since the show, Beko products featured in its KBIS booth have won several consumer and trade awards, including the Good Housekeeping Sustainable Innovation Award and Green Builder’s Sustainable Product of the Year.
Most important, this considerable “preview” exposure generated during KBIS helped Beko set the stage for a successful HarvestFresh Refrigerator PR and sales launch April 17-23 in honor of Earth Day.
Enjoy this video recap of the PR and media highlights from the event and contact us to launch your brand or products into the stratosphere!