LOS ANGELES: Segway Los Angeles has hired boutique firm JS2 Communications as its AOR.
The agency is charged with creating a consumer campaign to promote sales and rentals of the two-wheeled, self-balancing vehicles, which gained national media attention when they were introduced in 2001.
More recent news coverage, however, has noted that sales of the "human transporters" have failed to meet the initial buzz, perhaps due to the price point. The company, therefore, is making a strong rental push.
Segway LA has created a tour of Santa Monica and surrounding beach areas, which are popular tourist spots. JS2 will work to gain media attention with travel writers and other key audiences.
"A lot of Segway businesses have been successful in getting good press, especially with the rentals and guided tours," said Segway LA president Jason Stemler. "I wanted JS2 to do the same thing and get us connected with the right kinds of events and sponsors."
Segway is structured similarly to an auto dealership, with local franchises handling their own PR, but often with corporate input. Segway has about 40 dealerships nationwide.
In LA, JS2 will focus its efforts on promoting Segways as new tools for event planners, PR agencies, and advertisers, a strategy that is also part of a larger plan created by the Segway corporate parent.
JS2 principal Jeff Smith said the effort would focus on getting companies such as movie studios to try the compact motorized vehicles on their lots, instead of the more common golf carts. It will also highlight their utility for such things as event security or work at red carpet events.
He added that Segway has also recently introduced an off-road model, as well as a model specifically designed for golf courses, both of which the agency will help promote.