Celebrating Real FX’s launch, media attended a demo session of the new set and gained an insight into its development from Dr Graeme Taylor of Wow! Labs.
The press tour, which targets tech, lifestyle, kids and motoring journalists, forms part of a heavyweight launch campaign around Real FX which includes a digital activity and TV advertising, which begins today.
Featuring in The Metro, Sunday Times and prompting responses on the Pistonheads online review forum, the set was well received by the press with further coverage planned over the next few weeks. The launch will also see a 3rd party initiative placed through The Sunday Times Driving section in conjunction with Honda Racing BTCC, offering VIP experiences across its forthcoming race days.
Graeme commented: “We have been overwhelmed by the response to Real FX over this last week. To gain first hand feedback from leading journalists in their field was invaluable and having the opportunity to showcase range extensions, talk through future plans for the brand and get them racing on the track to showcase the advanced and realistic race action was something that you can only do through face to face visits.”
Mary Wood, marketing director, Vivid said: “With further social media activity, blogger outreach, the Hamleys Toytesters Tour, an experiential event planned plus additional product reviews scheduled across all media, Real FX has got off to a good start. We have the opportunity to target a cross section of consumer and media given its cross-generational appeal. Once consumers and press experience the product, it sells itself. We look forward to more to come from Real FX in the autumn.”