Launching a Showstopper

Introducing Mitsubishi's Hyper-Heating INVERTER® (H2i®) technology


We were tasked with launching a new product at a major industry expo, making sure it stood out from top 10 competitors and 1,900 exhibitors. The product was Mitsubishi Electric’s Hyper-Heating INVERTER®(H2i®) technology – some of the most advanced heating technology able to warm a house or office in -13° temps.

Manufacturer product launches are tough since products are released to the market months before we can schedule publicity. Distribution channels also have a stock of product they must get rid of before ordering new items. Our mission: build awareness and excitement to increase orders.

Mitsubishi staff discussing product with a customer


We needed a venue that would be memorable, well-attended and allow us to get the most attention for this new product while building momentum for a year-long calendar of follow on activities. We chose AHR Expo, the most prominent and highly attended trade show (about 60,000 attendees) in the heating, cooling and ventilation industry.

Held in New York City, it was the perfect hub – central to key editors, manufacturers and major players in the industry who were there to scope out the latest and greatest in HVAC. We organized a press conference to engage with key media contacts. Major editors from all key industry publications attended, and we distributed some 70 custom-designed press kits and spicy candy to complement our “heat” theme.

To continue the momentum of the press conference, we drew in additional show attendees to our booth with an Ipad giveaway. Further, to stay top-of-mind with editors – who often speak to dozens of manufacturers each day at trade shows – we invited them to a private, off-site, Mitsubishi Electric hosted event at the widely popular and exclusive Cippriani’s in New York City. The event was attended by hundreds of industry professionals and many editors as well.

Customer using an iPad display


These efforts proved to be the perfect springboard for our year-long campaign. Post-show, we pitched editors at relevant publications for product mentions and feature stories resulting in 45 earned media hits (with a total of 52 million+ in reader circulation) in publications including Builder and ACH&R News. We entered the product in industry awards and won 11 product awards with ASHRAE, appliance DESIGN, Architectural Record, This Old House, Plant Engineering and ACH&R News.

We also drafted case studies, webinars (each with around 1,000 participants), blog posts, social media posts, a white paper and included it in three of our newsletters for Mitsubishi Electric which target architects, engineers and facility managers (Mitsubishi Electric’s key audiences outside of media).

Dramatic lighting from a major industry expo

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