New Product Launch Campaign: Kodak Industrex HPX-1

When the KODAK Industrex product line was divested from Eastman Kodak to Carestream Health, Inc. there were significant challenges in overcoming the stigma of having a healthcare company as the umbrella corporation over an industrial product line. Perceptions of a “repurposed” medical unit coming on to the market for industrial applications was going to be a hard sell. Fortunately, the NDT Solutions Group at Carestream Health is of the highest caliber in the NDT industry and considered industry leaders in knowledge and capabilities in their field. Therefore, engineers at Carestream built a new system from the ground up based on customer input and feedback. The result is the HPX-1 – Built for NDT.

TrueNorth was asked to help with the debut event of the HPX-1 at the annual Digital Conference at Foxwoods Resort in Connecticut. The event needed pre-show promotions, on-site coordination and follow-up. With three concepts submitted, the Carestream marketing team selected a “Sci-Fi” Movie Premier theme for the event and the creative work began to launch the product.

The Launch Campaign Included:

	Launch Invitation Direct Mail: A special “Premier Ticket” was included in the direct mailer for customers to bring to attend the invitation only event at Foxwoods Resort and use to win a prize at the event.
	Film Tin Press Kit: A movie film tin that included a press release and a press pass for the event. The press pass was on a lanyard with a flash drive including photography and copy for the editors. Packages of candy and popcorn completed the kit as bedding for the materials.
	Movie Trailer Web Site: The direct mail and press kit pointed customers and prospects to a special web site designed to look like the sci-fi theme and gave a flash animated teaser preview of the new HPX-1 system. (www.escapetodigital.com)
	24 x 36 Metallic Ink Movie Posters and Banners: sci-fi movie style poster was designed as a give-away and mailer during and after the show. The poster was so successful, that people that did not even attend the event inquired as to how they could get one after seeing them in other facilities and offices. Pop-up banners were also designed for the on-site event and for sales staff to use in future demos.
	Post Show Flash E-Mail Blast: A Flash animated ConstantContact e-mail blast was sent out after the show directing new contacts from the show and existing customers and prospects to the official web site for the new product (www.hpx-1.com).

Client Testimonial:
“Great job preparing and putting on the Foxwoods event! We took some risks during this launch and they paid off! This was more successful then I would have ever imagined. We had people comment on the excellent quality of our marketing effort, the cool theme and the significant BUZZ it created a the show. I think the ultimate compliments came from Janx - who wanted to be a walking billboard for us by asking for an HPX-1 shirt and the people from NASA who wanted extra copies of our marketing poster to put up in their home offices and give away!

The amount of customers going through our sneak peak area was phenomenal - I believe at least 50% of the total show attendees took a walk and an elevator ride to come see our team, hear our message and experience our product.”

Marty Graen
Worldwide General Manager – NDT Solutions
KODAK INDUSTREX Products
Carestream Health, Inc.