CASE STUDY
Celestron
A Family-Focused Product Launch Shoots For The Stars
Results
Executed national partnership with Boy Scouts of America
Featured in Popular Science, National Geographic, Vanity Fair, and more
“I hired The Pollack Group to help with the launch of an innovative new product called the SkyScout for Celestron. I chose Pollack because they had the kind of big agency creative ideas I was looking for, while offering outstanding client service. This amazing team of practitioners represented a critical extension of my marketing team during the launch. Due to the strength of the agency’s work, I dedicated the lion’s share of my marketing budget to PR efforts with outstanding success. ”
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VP, Marketing, Celestron
Considering that most individuals today spend more time on digital entertainment than on family conversations, the agency developed a kid-focused family lifestyle campaign to ignite renewed interest in backyard astronomy as a “well-spent family pastime.”
With the launch of Celestron’s innovative SkyScout Personal Planetarium at CES, instead of just sending media new product pitches, we keyed into the mystique of the age-old question “what is that object in the sky?” while noting that this product could take the “mystery” out of the sky.
The agency also leveraged national celestial events to generate curiosity in astronomy, as well as a Boy Scouts of America partnership to attract that particular demographic.
