Problem:  Product launch for an industry market segment that's been largely dormant for thirty years.

Solution:  Create an event that features development engineers, chief designers and the company chief executive discussing the new product.  Invite industry journalists from around the world to make up the audience and to test the new product themselves.

Outcome:  One of the most successful product launches in history.  The product was featured in trade and general news publications worldwide.  Sales of the new product skyrocketed.