The temperature at noontime on the streets of Manhattan this week was clocked by a local TV crew at a scorching 120 degrees (something Sam Donaldson might have referred to as “hotter than a Loredo parking lot”), and that gave the marketers at Haier company headquarters in Manhattan, an idea. Employees at the Chinese-based manufacturer, known in the U.S. for its refrigerators and air conditioners, printed up some no-fuss NY-style flyers and duct-taped them directly to the walls of their usually pristine landmark bank fortress at 36th and Broadway.
“Liquidation Sale!...Air Conditioners...Starting at $70...Cash or Credit” the signs read in part.
This scrappy hustle comes during an era when the Haier Corporation is spending millions of dollars in partnership with the NBA trying to establish its brand name in America. But regardless of the contrast, a Haier spokesperson said the heat-week air conditioner sale was “going very well, thank you.”