Promark PR manage the Moto Guzzi UK Press Office and offer marketing and sales support.
Moto Guzzi Italy approached Promark in 2002 after our successful years working with Yamaha and the Piaggio Group.
A recent activity was to sort out the logistics for enthusiastic Guzzi owner, Ewan McGregor and his manager, David, to ride away on their new Moto Guzzi California Vintage motorcycles.
Brief:
Establish a core dealer network
Rebuild the Moto Guzzi brand image in the UK.
Strategy: Dealers
Promark appointed a dedicated Network Development Manager to offer personal contact at all times for the network.
Dealers visit the Moto Guzzi factory in Mandello del Lario, Italy, to build on relationships and to understand the history of this unique marque.
Local newspapers are targeted with press releases and advertising, including advertising creatives and media buying.
Showroom POP is updated and new product literature produced
Promark organises dealer demo days for customers, creating direct mail campaigns around a dealer’s local area and using the press fleet for customer test rides.
Promark arrange dealer meetings and presentations. We create consumer campaigns, such as ‘Win a Free Trip to Italy’ and ‘0% Finance’ including POP in showrooms, a series of advertising in the specialist motorcycle press and direct mail campaigns.
Strategy: Brand
The Press Office uses the remarkable history of the brand to secure media interest, quoting the racing heritage and the oldest motorcycle brand in Italy, in production since 1921.
We target specialist press as priority, followed by national & regional media
Promark arrange for journalists to attend European new product launches, organising flights etc
Promark coordinate a fleet of press test machines and generate loans
We secure celebrity riders and subsequent media exposure such as Girgio Locatelli riding a Breva 1100 on Pulling Power, ITV1
We also support the Moto Guzzi owners’ club
Secure co-marketing partners
Attend a series of exhibitions/events including:
Baglioni Hotels celebrity and VIP evening at V&A Museum, London – Coordinated Moto Guzzi (and Aprilia) involvement including product display outside the venue.
The Goodwood Festival of Speed
The International Motorcycle Show, NEC, Birmingham
TV Coverage
2008 – Moto Guzzi ridden by Phil Daniels in Freebird movie.
2008 – TV coverage Ewan McGregor during his programme, Long Way Down.
Bikes Aloud, Men & Motors (repeated x5) Moto Guzzi feature
Top Gear, BBC 2, James May arrives at the studios on his Moto Guzzi. Audience: 3 million
Photography: Austin Colle 01737 221295 (Giorgio Locatelli)
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