While serving as the overall PR agency-of-record for Piaggio USA, the manufacturer of the iconic Vespa® motor scooter, CooperKatz developed a campaign called ‘Vespanomics’ to encourage Americans to recognize the economic and environmental benefits of Vespa scooters – and help to broaden Piaggio’s target market from niche enthusiasts to mainstream consumers.
To generate broad awareness, CooperKatz conducted a comprehensive, research-based campaign. It launched with a full-page ‘open letter’ in the New York Times from Piaggio North America’s CEO Paolo Timoni to the Mayors of U.S. cities. This letter urged them to help America reduce its oil addiction, lessen CO2 emissions, improve transportation congestion and save people money by making their cities more ‘scooter friendly.’
A multi-faceted campaign followed, including a presentation by Mr. Timoni at U.S. Conference of Mayors; a ‘gas price news bureau’; a “Vespanomics” micro-site; creation of two enthusiast blogs written by actual Vespa scooter owners; and ‘curbside briefings’ in which individual reporters rode in tandem on Vespa scooters while learning (via podcast) about the economic and environmental benefits of scooter ownership.
The effort generated more than 100 million audience impressions via 200+ print articles and 50+ TV placements. Online traffic to the Vespa Web site grew by more than 100% per month to nearly one million unique visitors; and Vespa experienced a 20 percent increase in scooter sales nationwide.
In 2005, when the momentum behind blogging as a new communications platform was just beginning, CooperKatz developed an innovative idea for client Piaggio – the Italian manufacturer of the iconic Vespa® motor scooter.
Tapping into the enormous passion for the Vespa brand that exists within the U.S. scooter community, CooperKatz conceived and launched two blogs co-authored by real Vespa riders: Vespaway and Vespaquest.
Each blog was authored by two individuals interested in sharing their thoughts and experiences of being a scooter rider in the U.S. The overarching goal was to foster a more direct dialogue with the scooter-riding community – while also allowing those who were most passionate about the brand to directly speak both about it and for it.
CooperKatz was involved in all aspects of the strategy, planning and execution of the project – from conceiving the initial approach, to managing the ‘call for bloggers,’ to develop mutually agreeable ‘rules of the road,’ to handling the design and development of the blog themselves.
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.