ATLANTA: Italian motorcycle maker Aprilia wants to boost the attention it gets in the US.
Its US importer, Aprilia USA, has hired Brandware PR in Atlanta to get more ink in general-interest and lifestyle publications. "We have the enthusiast press pretty well covered," explained Michael Orr, marketing manager with Aprilia USA.
With its top seller retailing for $17,299, Aprilia wants to project an image as sexy, stylish, sporty Italian cycle maker. As part of that effort, it has hired Texas motorcycle racing champ Colin Edwards as a spokesman.
"We're all the sexiness, performance, and technical expertise you would expect in an Italian product, with the expected reliability of a Japanese product," Orr explained.
Brandware is familiar with auto and motorcycle PR, as it already works with the Motorcycle Hall of Fame Museum in Ohio and a series of motorcycle shows. "We're confident they'll get to the right editors in the right titles," Orr said of Brandware.