It is the first time Segway has hired an agency for UK-specific work. New York-based JS2 Communications has been the company’s agency for more than two years, working primarily in the US but promoting the scooters in Germany, France, Italy and Spain (PRWeek US, 17 August 2006).
Wag Ed aims to capitalise on the Segway scooter’s green credentials. It contains electric motors powered by batteries, chargeable from household current.
Segway launched its ‘personal transporter’, a two-wheeled scooter, in 2001.
Controversially, BAE Systems and Segway joined together to market the device to the aerospace and defence industries in the UK. Sales did not live up to expectations.
Computer magazine IT Week noted last month: ‘If you want an example of how good publicity doesn’t equal sales, then Segway would be it.’
This time, the Segway scooter is being positioned as an alternative to the golf cart.
In the US, the scooter has been adopted by municipal workers and commuters alike.
A Segway scooter costs £3,995 for a standard model to £4,299 for a ‘fairway friendly’ golf model.
Its inventor, Dean Kamen, holds patents for other devices, including an air-powered launcher enabling SWAT teams to propel themselves on to the roofs of tall buildings.
The Segway hit headlines this week thanks to a gaffe by erstwhile Daily Mirror editor Piers Morgan, who was videotaped falling off a Segway at 12mph in California. According to the Daily Mail, Morgan broke three ribs.