The client
Founded in 1999, Segway is a leader in electric mobility. It’s robotic lawnmower, the Navimow H, first launched in 2023 as the UK’s first perimeter-wire-free mowbot. The Navimow i Series was the second iteration of the range, launched in 2024, starting from a competitive price point of £949. The Navimow X3 series, designed to effortlessly mow larger lawns of up to 10,000 metre-squared, launched in 2025.
The goals
Segway appointed Spreckley in 2023 to handle the UK launch of the Navimow H Series, generating launch news and managing the product reviews campaign.
Spreckley supported Segway’s European launch events in Germany in 2024 (for the launch of the i Series) and in France in 2025 (for the the launch of the X3 Series), inviting prominent UK tech and gardening journalists to attend.
Alongside these launch events, Spreckley continued to run product reviews campaigns, with the aim of securing high-profile reviews in national, gardening, trade and tech publications. Budget was allocated for ad campaigns to bolster organic coverage, with Spreckley handling media buying.
The solution
Spreckley created detailed media lists of tier-one targets in national, gardening, trade and tech publications for launch news, launch events’ features and product reviews of each new Navimow model.
In addition to sending personalised launch event invitations to each journalist, the team drafted a launch press release, which was pre-pitched in the lead up to each launch event.
To support Navimow’s reviews campaigns, Spreckley offered review samples to priority journalists and, working closely with Segway’s UK distributor, closely managed the entire review process with each journalist.
Strategic Communications