How to Write a “Save the Date” Press Release for a Product Launch

Preparing to launch a new product and want to maximize visibility?
If you want journalists to attend your press conference, one tool is essential: the “Save the Date” press release.

This second part of our guide How to Communicate for a New Product Launch explains step by step how to write it, capture attention, and encourage participation.

Why send a “Save the Date”?

Even before unveiling your product, it’s crucial to alert the press early so they block the date.

The “Save the Date” is short, strategic, and action-oriented: it announces the event, builds anticipation, and sets the stage for your official communication.

When to send it?

Ideally between 21 and 7 days before the press conference.
This gives journalists enough time to organize their schedules or delegate attendance to a colleague.

Structure of an effective “Save the Date”

1. Email subject line
Be clear and direct. Example:
Subject: Invitation – Product Launch [Product Name]

2. Date and time
State the exact date and time so they immediately reserve the slot.

3. Event location
Provide the full address and select a venue consistent with your product’s universe:

• Tech product → innovative, modern space

• Lifestyle product → inspiring, immersive venue
  If your own premises reflect your brand well, that’s an excellent choice.

4. Key speakers
Mention the personalities present: executives, experts, partners, influencers.
The more prestigious the lineup, the greater the media interest.

5. Create a teaser
Don’t reveal everything! Share just an intriguing glimpse:

“Launching a new consumer product that will transform the way people [main benefit].”

6. Press contact
Essential: name, email, phone.
This makes communication easy and allows journalists to arrange interviews in advance.

7. About section
A short 4–5 line company overview: activity, positioning, mission.
This helps journalists understand the context and importance of your announcement.

What’s next?

Once the “Save the Date” is sent, journalists have the date in mind and are ready to discover your product.
Next step: prepare the product presentation press release, to be shared on launch day or immediately after.

Pro tip: Add an eye-catching visual (logo, mood image, or “Save the Date” graphic) to grab attention as soon as the email is opened.