RadioShack taps GCI to draw youth

LOS ANGELES: RadioShack has launched a three-month PR program aimed at promoting a new line of miniature remote-controlled cars and drawing a youthful clientele to its stores.

LOS ANGELES: RadioShack has launched a three-month PR program aimed at promoting a new line of miniature remote-controlled cars and drawing a youthful clientele to its stores.

Called ZipZaps, the palm-sized cars are already a hit in Asia. RadioShack enlisted the help of the Los Angeles office of GCI Group to generate buzz for the US introduction.

"We're trying to attract a younger audience," said RadioShack's director of PR planning, Kay Jackson. "Right now, RadioShack is probably not top of mind with that age group."

In addition to helping shape the messages for the product, GCI conducted a series of one-on-ones with long-lead publications in Los Angeles and New York. The agency targeted a range of outlets, including automotive titles and kid magazines.

GCI, which will work with the product through Christmas, also planned a launch party for short-lead media, where journalists and children were given the chance to use the cars.

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