Client Profile

CooperKatz Productions (in collaboration with the CooperKatz PR account team) executed an array of high-profile activities in New York City for Piaggio USA, the Italian manufacturer of the iconic Vespa® motor scooter.  

To celebrate the launch of the company’s new LX line of scooters – and in anticipation of Vespa’s 60th anniversary –­ CooperKatz orchestrated a multifaceted campaign that included a ‘Vesparade’ of classic and new Vespa models through the streets of New York City to generate media attention and consumer buzz, test drives for automotive and feature reporters, and an exclusive evening launch party in the Gallery space of the Metropolitan Pavilion.

CooperKatz planned, organized and executed all aspects of both the Vesparade and the evening launch party including: extensive permitting; reaching out to the local scooter community to invite participants to ride in the parade; media outreach; venue negotiations; lighting, decor and catering; photography; and all day-of logistics.  After the daylong Vesparade ride that attracted significant interaction with, and attention from, both the press and the public, the evening reception served as a highly-successful ‘capper.’ Over 100 attendees, including such publications as The New York Times, Vogue, Vanity Fair and CBS News, mingled with Piaggio executives and admired the new Vespa models.