The campaign—which launched a day after Ontario announced the cell phone driving ban—aims to promote Future Shop products like Bluetooth cell phone headsets and hands-free GPS navigation systems. PR firm Optimum Public Relations arranged interviews between Future Shop experts and print, online, and broadcast outlets in various communities across Ontario.
The effort mimics one the electronics retailer launched earlier this year in Quebec, which recently banned drivers from talking on hand-held devices. Susan Kirk, communications manager for Future Shop, said the resulting media coverage led to significant sales increases for cell phone headsets.
The PR effort will be later supported by in-store advertising. Kirk said Future shop was keeping an eye on Ontario, one of its largest markets.
“We essentially wanted to ride the wave of this topic,” Kirk said. “We were able to react quickly by launching with PR first and putting out a news release.”
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