Blackjack anchors UK leg of pan-European Piaggio promotion

Blackjack Promotions has been appointed by Italian motorcycle manufacturer Piaggio to help drive sales of its brand new Moto Guzzi California 1400 touring bike.

The campaign, part of a Europe-wide push for the brand, sees two high spec’d models of the California displayed in the airside promotional area at Heathrow’s Terminal 4. The activity is being supported by female brand ambassadors, supplied by Blackjack and dressed in Moto Guzzi branded leather jackets. The girls are actively encouraging travellers on to the stand to try the bikes out and have their photographs taken in the process.

The girls also are using iPads to further show off the California’s stunning features, while encouraging visitors to sign up for a test drive in their country of origin. All data collected by the brand ambassadors is fed directly from the iPads in T4 into Piaggio’s own customer relationship management system, ensuring a smooth exchange of information.

Commenting on the activity, Will Northover, client services manager at Blackjack, said: “This is a simple but effective promotion; the reality is that if you’re into bikes you’re going to be drawn to these beauties. However to increase the quality of the interaction with the product, our staff have been thoroughly trained to field questions about the bikes and their specifications and we have already seen a great deal of interest in the brand.”

The campaign is being run by media agency Kinetic Italy, with identical travel retail activities taking place in Milan, Paris Charles de Gaulle, Rome and Frankfurt.