PHD’s client, SEAT will be the headline sponsors of 3 exhibitions at the Excel this week – the Telegraph Outdoor Adventure & Travel show, Triathlon Show and the London Bike show.
PHD identified this as the perfect environment for SEAT to have presence as a brand and specifically to support the launch of the Leon ST, since buyers of the estate segment index highly against outdoor endurance sports.
Building on the show theme, we saw an opportunity to develop this into a multi-media partnership with the Telegraph. Over the past two months, we’ve been working closely with the Telegraph to create content, which centres around Telegraph journalist and seasoned adventurer Tobias Mews, embarking on a weeklong challenge that takes him across Spain in a fully branded Leon ST challenge car. Joining Tobias on his journey are two other keen adventurers and bloggers.
You can follow their adventures on the hub at www.telegraph.co.uk/leonstchallenge which will be continuously updated with content until summer, or use the #LeonSTChallenge (see some images below). To join the whole thing up nicely, we’re going to put the ST challenge car on the stand – fresh and un-cleaned from its adventure. Tobias and the bloggers will be at the event to do test drives and talk about their adventure experience.
The read the write up in the Drum, click here.