Aprilia Press, Trade & Consumer Launch
National launch event for the Aprilia RSV4 Factory held at Britain’s famous Silverstone Race Circuit.
Aprilia held its RSV4 Factory U.K. press and trade launch at the world famous Silverstone Race Circuit.
A group of specialist, national and lifestyle journalists from the U.K. media were invited to spend the morning on the track trying out the much-anticipated new bike. Breakfast was followed by a welcome speech from the U.K. Piaggio Group’s General Manager. After showing the RSV4 promotional video and a quick safety briefing, the journalists were set loose on the track to test the bike. The group included fast riders such as MCN’s Micheal Neeves and former British Superbike Champion Niall Mackenzie.
After the test ride and a buffet lunch, the press were bid farewell to make way for the Aprilia RSV4 Factory dealers and those first U.K. customers who had already pre-ordered the bike. Both dealers and customers were invited to a buffet lunch in the hospitality suite from where they could watch the journalists finishing their test rides. Lunch was followed by a welcome speech from the U.K. Group’s General Manager. In an unprecedented move by a U.K. manufacturer, both dealers and customers were invited to experience the RSV4 on the track before its arrival on the market.
Below are comments from some of the more than 100 attendees:
“Thanks for a fantastic morning at Silverstone. The bike, venue, weather and hospitality were all top notch. Congratulations on organising such a successful launch.” – Paul Hood, Daily Mirror
“Thanks for your hospitality yesterday (especially for the sunshine...), it was a great day for everyone” – Kevin Ash, The Telegraph
“Thank you for an excellent day at Silverstone with the launch of the RSV4. Professionally run and it was very well looked after and everything ran smoothly. I can’t wait until my RSV4 Factory turns up.” Phil Hacker – Aprilia RSV4 Factory customer
Following the press and trade launch at Silverstone, a national Dealer Open Evening was organised two days later. The event was promoted through an ADV and E-Direct Marketing campaign with the specialist MCN weekly newspaper, was covered on the Daily Mirror and Superbikes websites, and in several regional newspapers. The evening was a success and consumers had the opportunity to enter a prize draw to win two WSB paddock passes and left the event with a Max Biaggi poster – a giveaway to thank them for attending the dealer event.
