Promark PR & Marketing

Brief:

• Compile motorcycle pages for CSMA Club Magazine, members’ magazine.
• 10 issues per year
• 370,000 direct mail to members
• Promark PR secure exciting motorcycle test reports from leading freelance journalists
• Test selected machines ourselves and write the feature
• Secure CD & DVD giveaways and ticket offers for all the major motorcycle events of the year

Promark Brief:

• Manage the UK Press Office for Aprilia motorcycles and scooters
• Coordinate the press fleet and generate media loans.
• Investigate and manage suitable co-marketing partners and events
• Product launch logistics for UK journalists to attend new model launches at venues throughout Europe

Promark activity included:

• Great Ormond Street Hospital F1 Party, London – Aprilia scooter as auction prize, with product display and posters in bar and dining areas.  Coordinating images for the brochure and all logistics for scooter delivery & collection at the celebrity event, plus handover to the winner. Hosted by patrons Tess Daly & Vernon Kay and with performances from N.E.R.D. and Basement Jaxx, some of the guests included Bernie Ecclestone, Jenson Button, David Coulthard, Jimmy Choo, Jamelia, James Cracknell and many more.
• Italian Film Festival, nationwide – Sponsorship, including advertising in the Festival brochure; a competition to win an Aprilia scooter and product placement at the BAFTA VIP evening and at supporting cinema and restaurant venues throughout the UK. Promark produced advert and competition creatives and handled all event logistics.
• Fantastic 4: The Rise of the Silver Surfer movie, 20^th Century Fox - Competition with movie imagery in Aprilia dealer showrooms to ‘Win a Private Screening for You & Your Mates’, including posters, direct mail postcards and coordinating all aspects of the promotion. Plus a competition in The Mirror to win 3 scooters (at no extra cost to the client).
• Fantastic 4 movie promotion – promotional opportunity with 20^th Century Fox. Win one of 4 Aprilia scooters, competition inside DVD box. The leaflet included market research questions to gauge preference regarding Aprilia scooter styles v age of respondent.  Linked to Aprilia dealer showrooms with a ‘Win A Trip to New York’ competition, including POP and Direct Mail featuring movie graphics.  20^th Century Fox called this “a phenomenal DVD success”.
• Jamie’s Big Night with Lemar (Jamie Oliver), London – Coordinated logistics for Aprilia scooter as prize during charity fundraising event, including display on the night and handover to the winner.
• Aprilia Art Challenge, IAF, London – Web-based art competition. Entrants to use parts of an Aprilia Mojito scooter to create their design piece for entry in the competition.  Pre-publicity included Prelude nights in Spitalfields Market and SIZE nights at Ministry of Sound, with product displays; exposure on MOS radio and website; display in the ‘Ready, Steady, Go’ exhibition at Chelsea College of Art & Design, London.
• La Dolce Vita, Olympia – Product display working with third party to reduce costs. Show promotion included money-off vouchers collected from the stand, with a link back to Aprilia dealer showrooms, with posters and flyers to drive traffic to the stand/event.
• Belfast Beat, NI – nightclub displays & competition – Promark negotiated and secured promotion across magazine and in venues. His & hers Aprilia scooters as prizes and on display at monthly club nights. Photographer took pictures of clubbers which appeared in the magazine, with the circled boy & girl each month having to phone in to claim their place in the grand finale in December.
• British Video Association (BVA) Awards Evening, London,  – Competition to win an Aprilia scooter, with product display and posters in bar and dining areas.  Coordinating images for the menu and all logistics for scooter delivery & collection, plus handover to the winner and subsequent publicity

www.aprilia.com

Brief:

Create brand awareness  of the iconic Vespa scooter in the UK

Promark Activity:

• Fully operational press office – press releases and a continuous flow of editorial and images to the media
• Press fleet for use by journalists, celebrities, photographers, and opinion formers
• Co-marketing and promotions – Harrods, Selfridges, Armani, Gucci, DKNY
• Court enthusiastic celebrity riders – Jonathon Ross, Damon Albarn, Blur, Chris Evans, Duran Duran singer Simon Le Bon and his model wife Yasmin
• Present the product in new markets – Exhibition: Vespa A Twentieth Century Design Icon at Accademia Italiana / Fashion Events / Museums / Quadrophenia with The Who in Hyde Park / Motor shows

EVENT MANAGEMENT CASE STUDY

The Vespa Exhibition: A Twentieth Century Design Icon

Public exhibition held at The European Academy for the Arts and Accademia Italiana, to celebrate 53 years of the stylish Vespa scooter, working with Dr Rosa Maria Letts.

• Major sponsor – Carlton TV with a video wall featuring classic movies from Carlton Cinema.
• Welcome speech from His Excellency Paolo Galli, Italian Ambassador to the United Kingdom.
• Guest list included Sarah Ferguson, Duchess of York; Avery Agnelli; Riccardo Mazzucchelli; Andy Wong; James Cracknell and Martin Miller.
• Drinks sponsors – Bacardi-Martini and Vinopolis City of Wine.
• Competitions – The Times competition: win a new Vespa 50cc scooter. The Magic of Italy offered two flights to Pisa.

Media Exposure included:

• TV coverage included arts programmes such as Front Row, RAI TV and ITV London Tonight news, televisione Italiana;
• Radio coverage included a number of arts programmes, Radio 4 Arts, GLR, Radio 5 Live and Woman’s Hour
• National newspapers included: the Evening Standard x 5, The Express x 3, The Express on Sunday x 2, The Independent, The Observer, Sunday Business, The Times x 2 (circ. 17 million)
• Italian and foreign press included: Corriere Della Sera, L’Italiano, Londra Sera, Sabato, Il Tempo, Il Giornale della Toscana, The Nichi-Ei Times.
• Lifestyle included: BBC Top Gear, Girl About Town, Time Out x 6, What’s On in London x 2,
• Specialist motorcycle consumer press
• Regional newspapers and What’s on pages

Moto Guzzi has been producing motorcycles since 1921 and is Italy’s oldest motorcycle brand.

The brief:

Rebuild the Moto Guzzi brand image in the UK. Improve and increase the core dealer network and increase sales.

Promark activity:

• Using the history of the marque to obtain media interest
• Secure celebrity riders to increase exposure, working with Ewan McGregor (above), Giorgio Locatelli, celebrity chef, Hairy Bikers etc
• Target specialist media, national and regional press
• Organise and attend new model launches (UK & Europe) and press events
• Organise dealer events including overseas rides
• Attend events and exhibitions in support of Moto Guzzi
• Manage press fleet and obtain positive press coverage
• Obtain TV coverage and feature film placement of Guzzi motorcycles. For example Promark supported the movie ‘Freebird’ with a Moto Guzzi to be used in filming, supportive promotional activity around the cinema and DVD release; such as dealer rideouts to cinemas around the country. Moto Guzzi enjoyed further exposure from the film Point of Sale. which were also displayed in Moto Guzzi dealerships.
• Support Moto Guzzi owners club
• Provide sales agent to establish new dealers and increase sales
• Fully operation press office
• Supply print and POS materials

Moto Guzzi sales increased by 97% during Promark’s tenure

www.uk.motoguzzi.it