Promark was appointed to give a full PR and Press service to this prestigious Japanese brand of motorcycles and scooters.
Promark Activity:
- Celebrity endorsement with rowing greats Matthew Pinsent and James Cracknell riding Yamaha R1s. We worked with the guys for a number of years, including during the build-up to the Sydney Olympics when they won gold with Steve Redgrave and Tim Foster, our coxless four heroes.
- We coordinated the logistics and presentation of a Yamaha Tmax scooter to coach Jurgen Grobler by Matthew and James, to say thank you for his hard work and dedication getting the team to gold.
- Instore display and press competition with third party partner Muji to win four new Cygnus X 125cc Yamaha scooters and £250 Muji vouchers. Promark negotiated the association, arranged scooters for display in Oxford store window and handled press and handover to the winner. Competition featured in The ES Magazine, with links to Muji and Yamaha website. Competition entry postcards were available instore at Muji shops and at Yamaha dealerships to drive customer traffic. Participating Muji stores were Carnaby Street, Covent Garden, Kensington High Street, King’s Road, Oxford Street, Tottenham Court Road and Whiteleys Queensway. Full POP was also displayed in Yamaha dealers in London and the M25 corridor.
- X-Men movie promotion with Yamaha Aerox competition and window displays in TopMan Oxford Street. Competition ran in 220 stores around the UK with 9 stores having scooters from local dealers on display in windows. Promark instigated the promotion, liaising with TopMan and 20th Century Fox and their agency to use X-Men movie imagery in the promotion. We coordinated direct mail to 500,000 TopMan customer cardholders with entry forms, POS, entry dispensers in store and window banners. OTS 2.6 million consumers – Oxford Street store alone had a footfall of 155,000 each week. “14,009 competition entries were received, an amazing response, the promotion was very successful for us” TopMan spokesman. Yamaha dealers as far away as the Midlands said people came into their stores asking for the scooter like the one in the TopMan shop!
- Harrods, Barbour and Yamaha feature in The Observer Sports Monthly supplement. Coordinate promotion between Harrods and Barbour, with Yamaha scooters in Harrods’ sports department, fifth floor.
- Harrods ‘the Magic of Christmas Day’ promotion with Amex customers. Competition on direct mail to Harrods’ Amex customers. Only two companies are allowed to offer prizes on this important Christmas mailout and Promark usually secured one of these for our clients each year.
- UEL (University of East London) Fashion Department competition. Students were commissioned to carry out Market Research on behalf of Yamaha and Phoenix clothing and then use knowledge gained to create a promotional campaign for Yamaha scooters and to design a new scooter jacket or other apparel. The winner got their very own Yamaha scooter which was presented during UEL Catwalk at Planit 2000.
- Yamaha Teo’s and Red Godfrey event during London Fashion Week at the new Terence Conran hotel, The Great Eastern. Catwalk and scooter display showcasing the Red Godfrey new Spring/Summer collection to the fashion press including Company, Elle, Harpers & Queen, Marie Claire, Red, Wallpaper, Daily Telegraph, Daily Mail, Evening Standard, Mail on Sunday, The Times, You Magazine, Cosmopolitan USA and GAP Japan. Red Godfrey gave TV interviews with MTV, Fashion Tsushin TV and Rai TV.