Competitor analysis
Integrated comms
Media strategy
Creator marketing
Competitor monitoring

Segway Powersports at EICMA 2025: integrated communications

Segway-Ninebot · 08.2025 – 12.2025

A trade show lasts a few days and every brand speaks at once. How do you turn one week in Milan into lasting brand awareness?

Fig. 1. Segway's stand at EICMA 2025, before the reveal (image: Segway)

Brand: Segway Powersports
Company: Segway-Ninebot
Timeline: Aug – Dec 2025
My role: Integrated comms · Media & creators · Monitoring
Scope: EICMA 2025 Milan · Europe & China

01Context & challenge

Segway's off-road vehicle business has grown fast and now spans a full product family. EICMA 2025 in Milan was the moment to show its technology and range and lay the groundwork for global expansion, under the theme "Unleash All".

The difficulty: during the show almost every brand speaks at once, so a single launch moment is easily drowned out. A review of the previous year's coverage also showed scattered timing, too little in-depth coverage from specialist media, and low creator engagement.

02My role

As part of the brand communications team, I worked across the campaign from planning to review:

Monitored competitors' share of voice at the previous EICMA in Cision One and reviewed timing and channel differences
Helped shape the three-phase plan and what each channel would publish
Shortlisted media and creators and coordinated the PR agency process
Compiled social and PR exposure data for the post-show review

03Approach

Competitor monitoring

Tracked competitors' share of voice and channels before, during and after the previous EICMA to find patterns worth borrowing and our own gaps.

Three layers of goals

Brand: create talk and break through the noise. Product: amplify the selling points so they stick. Sales: generate leads. Every channel maps to a goal.

Channel roles

Specialist media build the professional view of a complete line-up; trade media tell the brand-upgrade and global story; social media and creators co-create content and build an owned audience.

Three phases

Split the show into warm-up, burst and long tail, so each channel says the right thing at the right time instead of crowding into launch day.

04Key insights

01
Start earlier, last longer
Show week is saturated, and launch day alone is hard to remember. Building anticipation before and explaining the products after turns brief attention into awareness.
02
Specialist media earn credibility
In-depth specialist coverage was thin the year before. For a category as technical as off-road vehicles, specialist media are where a complete line-up earns credibility and long-tail reach.
03
Co-create with creators
Creator engagement was low the year before. This time creators joined the launch livestream, booth vlogs and product walk-throughs, giving owners material to share on their own.
04
Different audiences, different stories
Specialist media hear how the products move the brand up; automotive, tech and business media hear about industry trends, the brand's growth and the wider Ninebot group.

05Outcome

1
Warm-up: build anticipation
20 Oct – 3 Nov. An announcement poster with theme, dates and stand, then teaser posters and videos and a countdown; preview stories on the family line-up and a mystery new model ran across Europe and China.
2
Burst: one loud moment
4 – 5 Nov. Booth photos and video on day one, then the day-two launch with a live photo stream, quick-cut video and announcement posts; separate stories for specialist and trade media, an on-site interview with the brand lead, and creators streaming live.
3
Long tail: make it stick
6 – 19 Nov. Close-ups, booth interaction and stories on the best-selling AT10 kept coming, creator vlogs and walk-throughs extended the reach, and a recap video and long-form summary closed the campaign.

The result was one integrated plan across owned channels, trade and specialist media, social media and creators, targeting 10M+ social and 3M+ PR impressions.

During the show we also set up a process for receiving walk-in media and capturing their contacts, adding them to a global media database for future shows and brand events.