Distillery Segway Tours Incorporates CEO’s Death Into Promotional Strategy

The Distillery District is the only place in Toronto where the usage of Segway scooters are allowedLess 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.

Distillery Segway Tours incorporates death of CEO into new marketing strategy
above: Distillery Segway Tours incorporates death of CEO into new marketing strategy. Sign on segway scooter reads, “Cliff related accident free for 7 weeks”.

What do you think of Segway’s new promotional strategy?
Do you think this helps to alleviate fears concerning the safety of their vehicles? Or do you feel that it is insensitive to the death of their CEO?

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About Ruth Wilgress

Ruth is an expressive arts therapist in Toronto Ontario Canada.
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4 Responses to Distillery Segway Tours Incorporates CEO’s Death Into Promotional Strategy

  1. Jim says:

    I think it’s really poor taste and very disrespectful of the guys who run the Segway tours at the Distillery to have such a sign on their scooters. Not funny at all.

  2. Aaron Binder says:

    Hi Bobbiesoxer,

    We read your blog last week and wanted to reply, so we shot a video to explain why we had the sign made. You can view it here –

    http://segwayontario.wordpress.com/2010/12/16/cliff-related-apologies/

    Hopefully this clears up any confusion!

    -Aaron Binder
    Chief Fun Officer
    Segway of Ontario

  3. Smojoe says:

    Well done Aaron. The video is well planned and executed. I think you did a great job explaining how the sign came to exist, and you really have given us all a glimpse of your reality as a Segway dealer after the unfortunate cliff-related demise of your company’s CEO and founder. Kudos.

  4. Fred M. says:

    Or do you feel that it is insensitive to the death of their CEO?

    Upon seeing the photo, I think it’s more of that. After watching Aaron’s video, it makes more sense, but not everyone will probably bother watching the video.

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