Product Launch And Ongoing Campaign Kona Blue Water Farms, Inc.

In May 2005, Kona Kampachi™ was an entirely unknown fish, even in Hawaiʻi. A year later, roughly 10 million people had read of, seen, or heard about it—generating massive demand that helped put the fish on the menus of dozens of the nation’s finest restaurants and in specialty food markets in eight states. Remarkably, TLC PR accomplished this new product launch without paid advertising by creating a campaign based entirely on media relations and special events.