Piaggio UK push for Porter vans

Piaggio, the manufacturer of the Vespa scooter, is to undertake a UK media push to reintroduce its Porter light transport vehicle range after it ended its branding partnership with Daihatsu.

The PR campaign by PFPR Communications will target trade titles for industries that use light commercial vehicles, such as caterers, grocers, florists, plumbers and electricians.

Automotive titles will also be targeted to promote the fact that the Italian vans, sold in the UK under the Daihatsu brand since 1993, have now reverted to the Piaggio brand.

It will also use regional newspapers to reach areas in which Piaggio needs to build its network of dealers.

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