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Case History:
Bogen
Smithsonian Press Trip
When Bogen
Imaging was presented with an opportunity to participate in
the creation of the Smithsonian Institute’s revolutionary
new Steven F. Udvar-Hazy Center (http://www.nasm.si.edu/udvarhazy),
they jumped at the opportunity. When they wanted to
leverage their participation to create some truly memorable
PR buzz and help build the Bogen brand, they turned to R&J.
As the
exclusive distributor of numerous premier quality
professional photographic and video accessories, Bogen’s
contributions to the world of imaging are too numerous to
count. The Hazy Museum presented a unique opportunity, in
that it enabled Bogen to help Smithsonian photographers
create the official archive of all the precious artifacts to
be displayed at the museum, as well as to create the most
exciting part of the exhibits themselves. Using state of
the art camera supports, lighting equipment and precision
tripod heads provided by Bogen Imaging, renowned
photographers / digital documentarists Dennis Biela and
David Palermo created 360 virtual exhibits that allow
visitors to venture inside the Enola Gay, the space shuttle
Enterprise and the Lockheed SR-71 Blackbird.
Click on photos to enlarge - Hit BACK button to return
   
   
As work got underway on creating the
archives and virtual tours, Bogen and R&J got to work on the
PR plan. The question: How do we capitalize on the unique
PR opportunity afforded Bogen Imaging by their sponsorship
of the Hazy Center? The answer: Road trip!
R&J decided to bring a group of
influential trade and consumer journalists behind the
scenes, allowing them to witness the creation of an iconic
new museum and to document the amazingly precise
photographic work being done to create the revolutionary
virtual exhibits. Best of all, we gave them the opportunity
to see it all long before the Center opened to the public.
After securing transportation that
would make most touring rock bands jealous, we rounded up
the media and headed for Dulles. The trip was a major
success, and everyone in attendance felt privileged to have
secured VIP access to this historical event. While the trip
only lasted a single day, Bogen will reap the benefits well
into the future.
Bogen’s top executives were able to use
the trip to establish and strengthen valuable relationships
with important editorial contacts, the editors were provided
with a great story and an equally great experience and the
Hazy Center benefited from some valuable advance publicity.
Not only were the road trip stories memorable and impactful,
but the relationships formed helped solidify Bogen’s
position as the “go to” company in the minds of the media
for all things related to professional imaging.
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