Alfa Romeo MITO Launch : MITO DAY :: Product Launch PR Event

  • Carry out a successful launch programme for the new MITO model
  • Be creative and convey a dynamic image in line with the product branding guidelines and Alfa Romeo’s ABL agency.
  • Be innovative and work against a limited budget
  • Create a “wow” effect, yet remain consistent with Alfa Romeos below-
    the-line strategy of generating traffic to attract more prospects for the
  • Create a launch programme aiming:
    • The dealers and their VIP customers
    • The specialised media
    • Alfa Romeo’s consumer database
  • Create a buzz to generate PR leverage in trendy bars across Belgium
  • Proceed to a selection of recommended bars to be recruited
  • Involve the bar owners and their customers by organising a DJ
    competition (customers to vote on the web)
  • Ensure appropriate branding is carried out in the participating bars
  • Ensure each bar is visited by a promotional team to convey a strong
    and dynamic image of Alfa Romeo’s new product (MITO)
  • Create a dedicated web portal for data capture and traffic generation
    to the online test-drive form
  • Coordinate all of Alfa Romeo’s relevant suppliers to optimize costs
  • Use the buzz and captured leads to feed into the formal launch
  • Organise a Press Launch including conference and test-drives
  • Organise a VIP event for Alfa’s Fleet customers
  • Organise a VIP evening event attended by all above audiences

 :: Product Launch PR Event
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