Exhibition

The Vespa Exhibition: A Twentieth Century Design Icon

Public exhibition held at The European Academy for the Arts and Accademia Italiana, Grosvenor Place, South London, in March/April 1999. The Academy is a British Charity with cultural advisors who work in conjunction with professionals to present prominent cultural events. The idea was created by Promark and Rosa Maria Letts of the Academy, to celebrate 53 years of the style icon legend - the Vespa scooter. Rare vintage Vespa scooters were shipped to London from the Piaggio Museum in Italy, with models spanning more than half a century of mobility history.

A major sponsor was Carlton TV with a video wall featuring classic movies from Carlton Cinema, including famous films featuring the Vespa, such as Roman Holiday (Audrey Hepburn & Gregory Peck), Absolute Beginners (David Bowie) and Dear Diary (Nanni Moretti). The movie wall also featured Piaggio’s latest TV advertisement, based on the King Kong concept, which was due to air on national TV during the exhibition dates.

A cocktail reception and private view was arranged for VIPs, celebrities and the press. Welcome speech from His Excellency Paolo Galli, Italian Ambassador to the United Kingdom. The guest list included senior management from Carlton TV plus 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 were arranged for exhibition visitors. The Times competition was to win a new Vespa 50cc scooter. The Magic of Italy offered two flights to Pisa, promoted on the exhibition leaflet. Other linked initiatives taking place during the exhibition open days included the launch of the City Shuttle scooter taxi service, using the Piaggio Hexagon. Promark achieved editorial exposure to circ. 1.2 million to the value of £57,500.*

Media Exposure included:

TV coverage included arts programmes such as Front Row, Radio 4 Arts, RAI TV and ITV London Tonight news, Radiotelevisione Italiana;

Radio coverage included a number of arts programmes, GLR, Radio 5 Live and Woman’s Hour, Radio 4;

Nationals 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; value £140,000)*

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,

All of the specialist motorcycle consumer press

Numerous regional newspapers and What’s on pages

* Editorial value is a result of Promark press activity. The space achieved is measured and calculated at the prevailing advertising rate, equivalent to if this space had been purchased.