New Product Launch Party - Vespa ET2
Objective – to raise the profile of the new Vespa scooter.
A VIP and celebrity party was identified as being ideal as this would present the product to key high-earners and trend setters in London and would result in high-profile media coverage.
Promark coordinated the whole party, including venue selection, food & drink, party activities and guest list. The Imagination Gallery off Tottenham Court Road, London was identified as a unique venue, innovative and inspirational - the ideal site to host the party celebrating one of the most iconic style symbols of the last 50 years.
The party was hosted by rock photographer Denis O’Regan. The champagne reception was attended by many A-listers including Duran Duran singer Simon Le Bon and his model wife Yasmin, who rode the new scooter with Italian flair for the press and photographers. The entrance was decked with Vespa clothing and famous Vespa posters and artwork and guests arrived via this walkway so they experienced these visuals at least once on the night.
Free souvenir photographs were available as guests posed on a Vespa ET2 in front of a Pisa backdrop. Party guests, including Sophie Dahl; Henry Dent-Brocklehurst and model Lili Maltese; Tom Freud and David de Rothschild also received scooter keys to try in scooters on display around the venue – including suspended from the ceilings and riding up the walls! At the end of the night, two lucky guests walked away with their very own Vespa ET2.
The event received coverage in OK! Magazine, Evening Standard, ES Magazine, The Sun, Heart 106.2fm and Classic FM radio and a number of media mentions on society pages as being a “stylish party” celebrating the “essential symbol of Italian style.” (July 97) No-one was left in any doubt that the trendy Italian scooter would be a hit that summer.
“Our objective was to launch the new model to the right crowd in a way that would improve their already positive perceptions of the brand and which would get the brand valuable publicity. I sincerely believe that the event met these objectives. The venue fitted very well with the brand – different, stylish, modern, design led. Excellent use of the venue with flying scooters – fantastic - gallery very stylish with Vespa Lifestyle (clothing) element. Great atmosphere produced by the above elements and the right people – a good crowd - young(ish), successful, stylish, cool” Paddy Byng, Vespa Marketing and Licensing Manager, External Relations and Communication, Piaggio Veicoli Europei S.p.A 5.8.97
Evening Standard, 18 July 1997, by Patrick Sawer; Pics: Nigel Howard
Londra Sera, Issue 21 1997
OK!, 1 August 1997
Promark Public Relations & Marketing- Call us 01293 823890
 |
 |
 |
 |
 |
 |