Case Study: Piaggio boosts Americas brand launches and dealer engagement with Executive Visions Inc.'s experiential marketing and Jay Leno endorsement

Piaggio launches four brands across the Americas over six years with Executive Visions Inc.

Piaggio Group, a renowned Italian motorcycle and scooter manufacturer, needed to successfully launch its portfolio of brands—Piaggio, Vespa, Aprilia, and Moto Guzzi—into the Americas market. To meet this challenge, they engaged Executive Visions Inc. (EVI) as their experiential agency of record for a full range of services including events, marketing, and dealer training.

Executive Visions Inc. implemented a comprehensive solution that included a multi-year celebrity endorsement program with Jay Leno, who served as a brand ambassador. EVI fully leveraged this relationship through blog content and custom videos, and Leno hosted two annual dealer meetings. This strategy generated tremendous enthusiasm within the dealer network and significantly bolstered consumer brand awareness, successfully launching all four brands into the market.

Piaggio Group