Page 39 - Miele D The Magazine 2018

T he waiting is nally over: Miele's first-ever bagless vacuum cleaner is now also available overseas. On
the occasion of the Blizzard CX1 launch, the Miele subsidiaries in Canada and Aus- tralia hosted impressive events and created awareness and excitement about this long- awaited product launch.
Miele Canada started off in Septem- ber 2017 with a complete 360 degree launch approach: Bloggers and in uencers had the chance to experience the bene ts and performance of the product in their homes and to post and blog about the re- sults. The Blizzard came together with an Unboxing video hosted by Yves Dalcourt, Managing Director Miele Canada. Theatre goers across the country experienced the all-new Blizzard launch commercial before their favourite lm. It is not surprising that employees from Miele locations in Toronto, Vancouver, Calgary and Quebec also got the opportunity to experience an internal information event in “cinema-style” with popcorn, treats and – of course – a hands- on training session.
Miele Australia hosted a series of na- tionwide retailer launch events in October. In Perth, Melbourne, Adelaide, Sydney and
Brisbane, the Blizzard was experienced rst-hand by more than 700 retail staff members and Miele staff, who had the exclusive opportunity to get their hands on the products before they appeared in store. Guests experienced a surprising and highly impressive indoor blizzard at the climax of the event. Amidst a maelstrom of
Canada's MD
Yves Dalcourt explained the Blizzard in a video.
music, smoke, strobe lighting and Blizzard- themed Dancers, a blizzard of arti cial pa- per snow lled the room. Wide-reaching social media and advertising campaigns and the biggest ever investment in in-store displays supported the launch and resulted in more than 10,000 units sold in the rst few weeks.
PRODUCT LAUNCH
New suction power enters Canada and Australia
Snowy-white in Australia? The new Blizzard by Miele makes it possible.
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