The brief

A lifestyle approach to launch the Vespa 946, the iconic scooter brand’s first foray into the luxury market which offers enhanced technical and finish specifications, to a higher-end audience. Enhance consumer perceptions of Vespa and retain – not alienate – the existing Vespa customer due to the higher price tag.

The solution

Positioning the Vespa 946 as the ultimate must-have accessory or inspirational ‘muse’, we approached stylists at fashion titles to use the scooter as a unique prop within shoots to reach an affluent, style-conscious audience. We also targeted influential bloggers and key opinion leaders to generate buzz around the launch, along with carefully crafted messaging around the higher price tag to ensure positive editorial.

The results

Over 50 pieces of editorial coverage (100% positive) were achieved in quality, key target media including FT How To Spend It, FT Weekend Magazine, Chartwell Magazine, MrPorter.com, City AM, Esquire and ShortList in less than three months, with a combined circulation of 6,642,804. Over 70% of the UK’s total scooter allocation sold through, as a direct result of PR.

"The UK PR was the best of all the markets."


Davide Zanolini, Executive Vice President Marketing & Communication at Piaggio Group, Italy.