VESPA CAMPAIGN SUMMARY
Social Media
Public Relations
Media Planning & Strategy
Project Description
Despite its 65-year history and cult-like popularity, Italian scooter manufacturer Vespa began losing awareness and share of voice in the U.S. and Canadian markets. The brand had to find a way to differentiate itself from other scooter brands to drive new sales leads. They turned to PR agency Brandware to create a new community-powered online destination called La Vespa Vita! where users could share Vespa-inspired content from street fashion trends to innovative product design. To get the word out about the new site, Brandware executed a two-pronged media relations strategy. The key objectives were to 1) Create awareness of La Vespa Vita! among outlets covering the digital space and 2) Encourage users to share their own Vespa style with placements in fashion and lifestyle publications. • Coverage highlights included write-ups on top cycling sites like Motorcycle USA and Speed TV online as well as Mashable and Media Post’s Marketing Daily. • The site drew more than 51,000 visitors in the first three months, generating 2,190 new sales leads.Client
Vespa USA
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