Promark PR was appointed by the Piaggio Group in 1992 for the Vespa, Gilera and Piaggio brands. The task was to raise awareness and identity of the Piaggio Group in the UK with a focus on the Vespa brand. (See full brief)
Success: Piaggio unit sales increased from 500 (1992) to 15,000 (1999)
Success: Piaggio end 1999 as UK market leaders in the scooter sector with 28% market share.
Editorial coverage: in the national and style press alone, if the equivalent editorial space Promark achieved had been purchased at the prevailing advertising rate, the yearly value rose from £102,000 in 1993 to £850,000 in 1998.
“Promark Public Relations can honestly claim to have played a pivotal role in the revival of the UK scooter market over the past decade. Its wealth of experience has been closely linked to the success of Piaggio …” British Dealer News May 2002 (See BDN article)
1992/93 UK CLIMATE
No product awareness / No brand awareness
No scooter market / Declining motorcycle market
Negative environment
IMMEDIATE COUNTERACTIVE MEASURES
Press Office – continuous flow of editorial and images to the press
Create a press fleet for use by journalists, photographers, celebrities, opinion formers
Court enthusiastic celebrity riders – Jonathon Ross; Damon Albarn, Blur; Chris Evans
Co-marketing and promotions – Harrods, Selfridges, Armani, Gucci, DKNY
Present the product in new markets – Exhibition: Vespa A Twentieth Century Design Icon; Motor Shows; Fashion Events; Museums; Quadrophenia with The Who in Hyde Park
Present the product in the motorcycle environment – specialist press; displays at motorcycle shows
Present the product in the motoring environment – specialist press, attend British Motor Shows
Establish dedicated customer Free Phone number for enquiries and brochure requests
Organise an inflatable ‘Have A Go’ test arena for the general public at outdoor events
Promark Public Relations & Marketing- Call us 01293 823890
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