NEW YORK— Piaggio, the Italian manufacturer of Vespa scooters, has retained CooperKatz & Company to execute an integrated campaign combining public relations, events and online initiatives in an attempt to leverage the enthusiasm of the brand’s customers.
The campaign is designed to encourage more Americans to embrace scootering: the use of motor scooters for a wide array of daily lifestyle needs. Vespa re-entered the U.S. market in 2000 and now has dealerships in 85 markets, 15 of which opened in the last year.
CooperKatz will handle media and online channel outreach to supports the brands’ appeal to consumers who value high-performance, style and convenience, while embracing an environmentally friendly alternative to conventional transportation. The intent is to educate the American consumer that scootering fits virtually every lifestyle, offering both practical and emotional benefits.
“We selected CooperKatz for its creativity and unique combination of public relations, event marketing and online expertise that we believe will help support Piaggio in the growth plan for North America,” says Paolo Timoni, CEO of Piaggio USA. “Particularly intriguing were their ideas for using blogs to further engage our passionate Vespa owners.”
CooperKatz is a leader in using new media. The firm’s “micro persuasion” practice helps corporations develop blogs and other online channels afford to engage audiences in a transparent dialogue.
“Blogs are a natural fit for Vespa,” said CooperKatz principal Andy Cooper. “They’re the ideal way to connect with the brand’s loyalists and encourage them to become online evangelists.”
In addition, Teliris, a leading provider of life-like videoconferencing systems, has selected CooperKatz as its marketing and public relations agency-of-record. The agency will help Teliris inform business leaders that high-performance videoconferencing solutions, such as the Teliris GlobalTable system, are enabling organizations to better leverage senior talent, collaborate more effectively, and make faster decisions.