NEW YORK: Vespa USA has hired CooperKatz as the scooter manufacturer ramps up its presence in the US.
As US AOR, CooperKatz will provide an integrated PR push involving traditional media outreach, public affairs, and a blogging campaign.
Vespa, which is owned by Piaggio Group, returned to the US market in 2000 after a 15-year hiatus and now has dealerships in 85 US markets.
The company will give test-drive events for journalists and push for scooter-friendly government policies.
Steve Rubel, SVP of client services, said that while Vespa already has good name recognition in the US, the company hopes to further its presence and promote scootering in general.
Rubel said the client had released two RFPs: one for online marketing and one for PR programs.
"But once we met with them on the [traditional] PR front, we talked about our blogging capabilities," Rubel said. "They saw a nice way to integrate that together."