Promark PR was appointed by Piaggio in 1992 to raise awareness and brand identity of the Piaggio Group in the UK, with a focus on the Vespa brand.
Success:
- Piaggio unit sales increased: 1992 500 units – 1999 15,000 units = 28% market share and UK market leaders in the scooter sector
- Piaggio unit sales 2000: 20,000
- Editorial coverage: in the national and style press alone, if the equivalent editorial space Promark achieved had been purchased at the prevailing advertising rate, the yearly value rose from £102,000 in 1993 to £850,000 in 1998.
“Promark Public Relations can honestly claim to have played a pivotal role in the revival of the UK scooter market over the past decade. Its wealth of experience has been closely linked to the success of Piaggio …” – British Dealer News
1992/93 UK Climate
- No product awareness / No brand awareness
- No scooter market / Declining motorcycle market
- Negative environment
Promark Strategy
- Fully operational press office – press releases and a continuous flow of editorial and images to the media
- Press fleet for use by journalists, photographers, celebrities, opinion formers
- Co-marketing and promotions – Harrods, Selfridges, Armani, Gucci, DKNY
- Present the product in the motorcycle environment – specialist press; displays at motorcycle shows
- Present the product in the motoring environment – specialist press, attend British Motor Shows
- Establish dedicated customer Free Phone number for enquiries and brochure requests
- Involved in the government initiative TravelWise, to get council personnel mobile on Piaggio scooters (Birmingham City Council, lead council)
- Organise an inflatable ‘Have A Go’ test arena for the general public to test ride scooters at outdoor events