A First-of-Kind Technology Launch and Brand Repositioning - All in a Day’s Work
DroneUp, Walmart’s largest commercial drone delivery partner, initially servicing 34 hubs across six U.S. states, has been a valued client of Escalate PR for the past four years. Throughout this partnership, we’ve guided DroneUp through regulatory challenges, industry innovations, increased competition, and now, the introduction of a revolutionary concept transforming the drone delivery industry.
In March 2024, DroneUp prepared to announce the industry’s first fully autonomous drone ecosystem, marking a groundbreaking moment for the sector.
The success of a launch of this scale required meticulous planning. Our team began working six months in advance, working through key executive messages, product positioning, target audiences and specific media engagements. On top of that, there was an event to plan!
One of the key ideas to generate early momentum was to strategically tease the launch in a high-profile setting. With the calendar known to us, we submitted a speaker submission for SXSW, which was taking place two weeks prior to the launch in Austin. Escalate was successful at securing a speaking panel where DroneUp’s CEO, Tom Walker, spoke on the panel, “Who Will Benefit the Most from Drone Delivery?” This high-visibility speaking engagement positioned DroneUp perfectly for the forthcoming announcement of its autonomous drone ecosystem.
The preparation and planning culminated in a live, in-person event and press conference at DroneUp’s Virginia Beach headquarters. The event, attended by over 150 people, was followed by a virtual press conference, which attracted more than 300 attendees including reporters from Tier 1 publications and industry verticals.
