Apple introduce Mac in 1984 by award winning ad (video: http://www.ifilm.com/video/2423862). Beauty of the promotion is, this ad was broad casted only once as planned. Later Apple realised for the award qualification per-se, it has to broadcast once more and they did it exactly once more time.
Bottomline: you need not have deep promotional budgets. Rather focus on strategy backed by superior technology shall do.
Caveat: You have to be Goliath of the world to be adopter of such strategy 😉