CHALLENGE:
Centurion Technologies, a pioneer in proven drive and data protection hardware and software, was preparing to introduce a new product to the general consumer market. DriveShield Plus is an enterprise-strength hard drive protection software developed for general computer users. This new approach to data security was being introduced to consumers for the first time.

Centurion weighed their marketing options and decided an aggressive media relations campaign was going to deliver the quickest and most effective results. BLAST was charged with hitting the media full-force with a product that had zero consumer market-awareness in regards to the technology used or about Centurion’s new positioning of home computer protection.

SOLUTION:
Rather than launch a massive consumer media campaign for a product with little familiarity on the consumer side, the BLAST team decided to take top Centurion executives to meet face-to-face with key media outlets on a two-city press tour and introduce the product in a one-on-one environment. This strategy would not only ensure that the editors understood the new technology and grasped the concept, but would also establish a relationship between reputable publications and the executives at Centurion.

In just three weeks, BLAST arranged a comprehensive press tour in New York City and Boston , meeting with 16 top tier media outlets.

By placing DriveShield Plus in the hands of the media and fully demonstrating the product, editors were able to experience the product first hand. Top executives from Centurion built personal relationships with each editor on the press tour and the editors were able to get their questions answered directly from the source.

RESULTS:
DriveShield Plus was featured in consumer media outlets across the country and the product was successfully positioned as the next generation of home computer protection. Media highlights from the press tour include coverage in the New York Times and Small Business Computing, a column on ABCnews.com and a segment on Bloomberg Radio.