Challenge: ImportNow approached Spiralgroup to launch its online world bazaar ten weeks before Christmas. Broadcast, dailies, and weeklies were the only PR opportunities and the client did not have a vision for the company story.
Solution: Spiralgroup created an irresistible story to attract media to the company: we sent a film crew (protected by armed mercenaries at their request) to a remote village in Papua New Guinea to document how ImportNow was helping developing communities — some without electricity — participate in the tech economy and generate new income. We then brought the head artisan from the village on tour in the United States to discuss how his village was benefiting from ImportNow’s unique distribution channel.
Result: Media loved the story, and we secured interviews with CNN, The New York Times, Fortune, and Forbes. The associated increase in site traffic met ImportNow’s major objective in time for holiday sales.
“Zacharias Kram, whose tribal carvings are for sale on ImportNow.com, hails from a remote riverside village with no electricity, telephones or running water. Yet he managed to make the rounds of Manhattan, DC and San Francisco in 10 days to greet representatives from some of the biggest media outlets in the world.” —PR Week