Less than eight weeks ago, the owner of Segway died in a tragic accident while riding one of his company scooters on his estate in England. Segways are electric scooters that rely on nerve sensory to steer. While they have found popularity around the world, the use of them in Toronto are restricted to certain areas. The Distillery District is one of the areas in which Segway usage is allowed provided that users take a mandatory instructional lesson beforehand.
In response to their CEO’s death, Distillery Segway Tours recently launched a new promotional campaign to retaliate against the growing concern about the safety of the scooters. Displayed on each of the segways, a large sign boldly states, “Cliff related accident free for 7 weeks” (picture taken November 28, 2010). The words, “7 weeks” were written in chalk, obviously intended for future updates with the passage of time in reference to the CEO’s death.
above: Distillery Segway Tours incorporates death of CEO into new marketing strategy. Sign on segway scooter reads, “Cliff related accident free for 7 weeks”.