Launching EGO Power+ across Europe with strategic press events.

The challenge: Moving beyond static trade shows.

As is tradition, B2B brands often rely on established exhibitions and industry events. EGO had regularly attended the Garden Media Guild’s press event in London. However, this static event didn’t allow for hands-on demonstrations, limiting the ability to showcase the true performance and innovation of EGO’s tools. 

We recognised that journalists and influencers could only fully appreciate the product differentials by experiencing the tools in action – and so, EGO’s own press events were born. 

Since then, larger trade shows like Saltex and GroundsFest have emerged, but EGO’s bespoke press events have consistently grown in popularity and impact.

Strategic thinking: Building a pan-European press event programme.

Wyatt International supported EGO Power+ in building a scalable, regionalised press event model – driven by audience insight, cultural relevance, and measurable outcomes. 

2022: Proof of concept.
In 2022, we launched the first press event in Berkshire, UK, followed by events in Paris and Milan. Around 50 key journalists and influencers attended, experiencing EGO’s battery-powered equipment first-hand. The events validated the format and highlighted key lessons – particularly around location choice and regional nuances. 

2023: Scaling success.
In 2023, we scaled the concept by selecting stunning, contextually relevant venues in the UK, Italy, Belgium, the Netherlands and France. This attracted a wider mix of B2B and B2C media, increasing total attendance to 75 key contacts. 

2024: Targeted regional focus.
To align with EGO’s broader marketing goals, the 2024 focus shifted to the Benelux region and Italy. Together, the two regional events welcomed 42 high-value press and influencer attendees.  

2025: Full Pan-European return.
In 2025, EGO launched a full pan-European series to unveil innovations in its Lifestyle range and expanded gardening portfolio. Events in France, Italy and the UK brought together 75 journalists and influencers. 

Meanwhile, in the Benelux, we piloted a more targeted format. Branded “Keep Your Grass Green”, this extended event series offered personalised sessions with a grass expert. Journalists had the chance to test EGO’s mower range at their own pace, create content and explore story angles in a relaxed, one-to-one format – a new approach that proved highly effective. 

Expert execution: Delivering culturally-relevant european press events.

Working closely with our international partners – some of whom we’ve collaborated with for nearly 30 years – we tailored each event to suit regional customs, media expectations, and cultural nuances. 

Tailored approach for B2B and B2C press.
For B2B press, journalists were typically familiar with EGO and the benefits of battery-powered technology. Hands-on testing stations with mowers and strimmers were designed to give them a deeper appreciation of new advancements.  

For B2C lifestyle media – many of whom were experiencing EGO for the first time – we created accessible presentations in local languages and introduced the Lifestyle range in a more experiential way, complete with product experts on-hand. 

From coordinating logistics and venue selection to managing equipment testing and content creation, Wyatt International handled every detail – often unloading trucks in the morning and indulging in Parisian pastries by afternoon. 

And this success is just the beginning. Each event continues to inspire wider PR campaigns and helps further position EGO as a true market leader in battery-powered innovation.