THOR Industries was slated to unveil their innovative EV concept vehicles at one of the largest RV Shows in the country: the RV SuperShow in Tampa, FL. Gunpowder was tasked with creating and executing a media launch plan to garner coverage across automotive, travel, lifestyle and general news outlets. THOR's main competitor, Winnebago Industries, was also launching their EV concept vehicle, so it was imperative that media were alerted early and excited about THOR's unveiling.
Garner more attention for THOR's EV concept vehicles at the RV SuperShow than Winnebago's competing vehicle launch.
Treat the physical product launch like a virtual product launch, and send hype kits to members of the media ahead of the trade show.
A package of launch materials was made available on Dropbox for select members of the media to access ahead of RV SuperShow. The folder contained everything from product images to executive bios and headshots, as well as fact sheets and an in-depth product walkthrough video hosted by THOR executives who answered questions submitted by media ahead of the launch. The Gunpowder team drafted a media alert and exclusive virtual unveiling invite for tier-one targeted media as well as a pitch note to pair with the formal press release for the remaining media.
