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Fisher & Paykel Expands U.S. Effort, Announces Promo

New Zealand-based appliance manufacturer Fisher & Paykel is sailing into the United States with a promotion featuring Dennis Conner and the America’s Cup 2000-and an expanded product line.

The company has been in the U.S. for four years, first with GE’s Monogram program, and then under its own brand with the SmartDrive washer and dryer. Last fall, it added the $1,600 DishDrawer, a unique two-drawer dishwasher.

The company, which is based in Auckland, New Zealand, site of the America’s Cup 2000, is teaming up with U.S. sailor Dennis Conner and his yacht, the Stars & Stripes, to promote its brand and products in this country.

“This is the first promotion for the U.S. and is a significant milestone for Fisher & Paykel,” said CEO Gary Paykel. “It is spearheading our launch into your vast market.”

New products slated to the U.S. include more SmartDrive washers and dryers to come this fall, three gas cooktops starting to ship in December and a 30-inch wall oven, scheduled to ship next spring.

The promotion includes:

  • Fisher & Paykel advertising featuring Conner and the America’s Cup in publications such as Architectural Digest,
  • a contest for dealers and salespeople with prizes such as trips to New Zealand for the America’s Cup and the opportunity to sail with Conner in the Caribbean,
  • a consumer sweepstakes to give away SmartDrive washers and a trip to New Zealand,
  • the continuation of $100 rebates on the washer and $100 and $200 rebates on the DishDrawer, depending on whether one or two drawers are purchased, and
  • a giant postcard that will be separated into parts and sent to stores so dealers and consumers can sign it. It will be send to Conner to wish him good luck before the race.