In 2016, STEINWAY launched its most significant product innovation—the world’s finest player piano system—in over 70 years in China. Controlled by a proprietary iPad mobile digital device, it features a complimentary music catalogue with over 1,700 STEINWAY renowned artists’ performances. The new system was designed for player accompaniment or high-quality listening enjoyment. RF Thunder developed a strategic communications campaign for its launch in eight cities which included media events and VIP dinners. Each city had custom-themed events, demonstrating unique functions and features of SPIRIO and its STEINWAY heritage. Creative STEINWAY-linked elements were imbedded in the venue, as were food and beverages, and media/VIP gifts. STEINWAY artists/celebrities were leveraged to introduce SPIRIO unique features to media/target audiences, allowing for up-close and personal connection with renowned artists. The SPIRIO national launch doubled the KPI goal for media clippings (excluding social media): achieved 506 clippings over set KPI 350. Launch events expanded Steinway’s China market and sales exceeded the European market, making China the second largest market behind the U.S., which launched in 2015. The successful SPIRIO tours will continue to 20 more cities in 2017.