Luxaire: Integrated Marketing Program
With the release of their new LX Series air conditioners and 33” high gas furnaces, both of which are among the industries smallest designs, Luxaire needed a product launch campaign touting a compact footprint and enhanced product features. The program objective was not only to create awareness of the offering to the trade audiences, but also to increase dealer recruitment.
Using a blend of traditional and new media, Godfrey crafted a program that included trade print and online advertising, public relations, distributor signage and product literature—all with the goal of driving the user to a Web landing page to learn more about the product and sign up to become a Luxaire dealer.
Luxaire has since doubled their Web traffic and increased inquiries as a result of the program. A recent ACHR NEWS reader usage survey gave the campaign positive remarks, and in October 2008 was recognized as the runner-up in the Best of B2B awards, hosted by B2B Magazine.
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