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UK-based promotions agency Blackjack has been appointed by Italian motorcycle manufacturer Piaggio to drive sales of its new Moto Guzzi California 1400 touring bike at London Heathrow airport. An experiential campaign, part of a Europe-wide push of the brand, sees two high-spec models of the California displayed in the airside promotional area.
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- I applied online. The process took 2 days. I interviewed at Blackjack Promotions (Heathrow, England) in January 2018. Group interview discussing how working at Blackjack is like, the steps to selling and how to sell to customers at each terminal and the various types of shifts such as.
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The activity is being supported by female brand ambassadors, supplied by Blackjack and dressed in Moto Guzzi branded leather jackets. Their role is to actively encourage travellers on to the stand to try the bikes and have their photographs taken. They are also using iPads to further showcase the bike’s features, while encouraging visitors to sign up for a test drive in their country of origin.
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All data collected by the brand ambassadors is fed directly from the iPads at T4 into Piaggio’s own customer relationship management system ensuring a smooth exchange of information. The campaign is run by media agency Kinetic Italy, with identical travel-retail activities taking place at airports in Milan, Paris, Rome and Frankfurt.
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Blackjack client services manager Will Northover 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 see a great deal of interest in the brand.”