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