Motor Expo Piaggio MP3 LT Launch

Race truck “showroom” used as base for high-profile Motor Expo presence and product launch.

The Piaggio Group participated in the high-profile Motor Expo show in London’s Canary Wharf district along with other leading motor industry manufacturers in June 2009. Piaggio’s display was based around the new Aprilia-branded race truck, displaying the latest models from the Piaggio, Vespa, Gilera, Derbi, Moto Guzzi and Aprilia brands. The much awaited and recently launched Aprilia RSV4 Factory superbike was on display, with a dedicated corner for its accessories and a promotional video running on a flat screen next to the bike.

The Piaggio Group’s race truck “showroom” display was located just in front of the entrance to the London Underground station, providing high foot traffic and excellent exposure to the Piaggio brands.

In addition to providing visitors with a first hand look at a selection of the Piaggio Group models, accessories and clothing lines were promoted, and brochures and information on the latest consumer offers and dealers were distributed. Data was captured with a competition to win two paddock passes for the World Super Bike race at the Donington Park Motor Racing Circuit the following month, to enjoy Aprilia’s hospitality and meet team riders including Max Biaggi, the four-time 250cc World Champion.

The new Piaggio MP3 LT 400cc was launched on the first day of the show, and national and specialist press were invited to test ride the revolutionary new 3-wheeled product. After the press launch, consumers were also invited to test ride the maxi-scooter as well as the new Aprilia Mana GT 850cc motorcycle. A dual branded micro-site was created exclusively for this event with the objective of promoting the new products and offering test rides each day of the show. The site was promoted through e-direct marketing and a high level of PR activity, working with Piaggio PR agency Focus PR and the Motor Expo’s organisers.

Piaggio’s presence was a major attraction at the show, with dealers reporting direct sales, and many hot leads collected during the week were passed on to Piaggio Group dealers nationwide for follow up.

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