CASE STUDY
Human Touch
Rebranding a Product To Redefine A Retail Category
Results
2009 Gear Award winner
Featured in CNET, Apartment Therapy, and WSJ
Secured numerous TV product placements, including MTV’s The Real World
“The Pollack Group, is a phenomenal PR agency. They have a detailed knowledge of the PR industry, how it works and how to leverage it fto extend our brand presence and influence. They always exceed expectations and deliver quality work and results. They have a solid team, are strategic thinkers and are great to work with.”
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VP of Marketing, Human Touch
When the nation’s leading supplier of massage chairs looked to us for a strategy to showcase the company’s newly re-branded consumer product division, we started by maximizing visibility of Human Touch and its award-winning HT-7450 Zero-Gravity Massage Chair at key technology and design trade shows that focused on wellness, design and technology.
At CES and Las Vegas Market, we played into the weariness of trade show participants and attending media, and engaged national broadcast media outlets to take a moment to “experience” the H-7450 massage chair themselves. Our national public relations campaign completely re-focused media perception of the product category itself — massage chairs — from just “simple comfort/luxury indulgence” to essential lifestyle,health and wellness.
