According to the PR trade press, PR giant Burson-Marsteller helped create the hype surrounding the unveiling of the Segway Human Transporter on December 3. B-M scored big media hits for the scooter-like vehicle nicknamed "Ginger" and its inventor, Dean Kamen. The 65-pound motorized vehicle appeared in the New York Times, and Good Morning America's Diane Sawyer and Charlie Gibson each gave "Ginger" a spin. Kamen, who has already made millions on his medical device inventions, raised about $90 million for the start-up of Segway. Part of the vehicle's appeal is its gyroscope balancing mechanism which navigates by responding to shifts in the operator's center of gravity.
B-M Does "Ginger"