NEW YORK: Piaggio Group USA has selected Access Communications as its AOR for the Piaggio and Vespa brands.
The agency will work on a two-pronged campaign that promotes the company's "Vespanomics" initiative, which touts the role scooters play in reducing energy consumption and traffic congestion, said Heather Silverberg, SAE at Access.
Initial PR efforts, which will have a decidedly green focus, include raising public awareness about scooters, and media outreach that targets mainstream, consumer, lifestyle, and green press, as well as blogs, niche publications, and broadcast outlets.
While the brands are popular in Europe, convincing Americans to embrace scooters as a way to fight against climate change is a challenge, Silverberg noted.
The agency was awarded the one-year renewable contract following a competitive bid with incumbent AOR CooperKatz.
"We worked with them for two years and they were a great client," said Kathleen Reynolds, SAE at CooperKatz. "We did great work with them and wish them all the best."