Campaign overview

Targus, known mostly for their backpacks and accessories, needed to make a big splash at CES 2019 and also reinvent their image, highlighting that they are an innovative company that delivers unique solutions for consumers, business and IT professionals. Hotwire was asked to drive awareness around their key products and secure top-tier media to stop by the show floor, which was showcasing their new lineup of accessories including a Qi charging backpack, Quad HD-docking solutions, and MiraLogic Workstation.

What we did

Understanding that CES was a consumer-facing event, Hotwire developed a separate media strategy for Targus’s MiraLogic Workstation, targeting key IT/B2B publications and pre-briefing them ahead of their CES announcement. The team worked closely with Targus to hone down key messages for both consumer and b2b audiences in order to make sure the stories were aligned with Targus’s brand. In addition, Hotwire recommended Targus attend CES Unveiled in order to spotlight key products to top tier press including The Verge, Engadget, Digital Trends, and Tech Republic among others. Hotwire also developed best practices for key executives to ensure all spokespeople were ready to chat about Targus’s various products at show.

Targus at CES
Targus at CES

Results

With months of pre-pitching, and a dedicated Hotwire team member staffing at both Unveiled and the CES show floor, Targus became a highlight of CES 2019, receiving multiple features and notable awards for their flagship Mobile VIP+ backpack, quad-HD docking stations, and MiraLogic workstation. Targus confirmed it was their most successful CES event in the company’s history.