Promark PR & Marketing

Husqvarna Motorcycles S.r.L. became part of the BMW Group in 2007 and in September 2010 a new marketing and sales operation, HVUK Ltd, was established in the UK.  Promark was delighted when General Manager, Massimo Granata, asked us to be involved and to run the Press Office for HVUK Ltd, representing Husqvarna Motorcycles in the UK.

Promark will be offering a mix of event and dealer support along with media and public relations.  It is an exciting time as this established off-road brand, with its championship racing heritage, expands its model range into dual purpose and road bikes.

Promark Activity

• Press release creation and distribution, promoting new model launches as presented at EICMA Milan in November 2010.
• Assisting attendance at Motorcycle Live, NEC, Nov/Dec 2010 when this iconic brand returns to the UK’s annual international motorcycle show, with an impressive display of key models from the new 2011 range.  See us in Hall 3, stand R424,              27 November – 5 December.
• Organising one-to-one press tests at off-road facilities around the UK
• Coordinating media events in the UK and abroad, such as bespoke trail riding media test weekends
• POS creation and print, including leaflets and posters
• Promotion of Husqvarna’s clothing range, featuring the famous Husqvarna Racing Team brand and Vintage Riders collection.

www.husqvarna-motorcycles.co.uk

Promark PR was appointed to rejuvenate and relaunch National Ride to Work Day 2011, the motorcycle industry campaign to encourage more people to commute by motorcycle or scooter. The day is part of International Ride to Work Day, when riders around the world show everyone what they’re missing and how their daily commute is more enjoyable, being free from traffic jams and unreliable public transport.

In an intense 8 week period the Promark team created a new and fresh Ride to Work Day logo, built a multi functional website, uploaded content to the site, issued media releases and liaised with third parties who held events around the country. Activity generated a reach in excess of 10 million people with extensive radio, national newspaper, specialist motorcycle media and social media coverage.

Promark Activity

• Total campaign re-branding: new logo plus new website design and creation
• Intensive Social Networking activity across Facebook and Twitter building a substantial following before the day and maintaining a core following after the day
• Press releases and media relations across specialist motorcycle press as well as national, regional and lifestyle media
• Project manage specialist agency to undertake market research, analyse results and identify press hooks
• Project manage specialist agency for a national radio PR campaign including pre-record and live interviews with industry spokespeople, as well as negotiating free advertising on specialist digital radio stations
• Encourage dealer participation via in-store events across the UK
• Produce POS & marketing material and supply as downloads on the website

Campaign coordinator, Promark PR Director, Shirley Pattison said: “We were pleased to have the opportunity to work on such a forward-thinking and worthwhile campaign, which gave us the opportunity to put our motorcycle industry expertise into action. The re-branding, included the new logo and website design is an area we are particularly proud of, turning it around in just three weeks.”

“Along with traditional print PR, we were keen to show our expertise in the new and ever expanding areas of social media. With the strategic use of Facebook and Twitter, Ride to Work Day 2011 has for the first time allowed riders taking part to interact before the actual day and to share their commuting experiences with us. We’re pleased that our core audience are still with us and we’re planning what to do on Ride to Work Day 2012.”

Ride to Work Day 2012 is Monday 18 June.

www.ridetoworkday.co.uk

Promark recently demonstrated substantial expertise in third party promotions by setting up a joint competition with award-winning motorcycle industry campaign ‘Get On’, Hollywood blockbuster Larry Crowne starring Tom Hanks and Julia Roberts and media partner The Sun.

Larry Crowne features Tom Hanks rediscovering his joie de vivre once he learns to ride a scooter! The innovative Get On campaign offers non riders and lapsed riders a FREE one hour taster session on a motorcycle or scooter. With clear links between the film and client, Promark was able to negotiate a consumer competition to launch the film on The Sun Facebook page, with a Vespa scooter display in West End Odeon cinema, London for the movies opening week.