Brief
Leverage Alfa Romeo sponsorship of UK Athletics to increase brand awareness.
Maximise Alfa’s stable of sponsored athletes to generate branded editorial in key media targets and shareable social content.
The Response
Draw a comparison between the finely honed bodywork of Alfa Romeo range and Britain’s elite athletes.
Commission leading portrait photographer, Fergus Greer to capture and curate series of athlete portraits in Alfa context.
Collection showcased on Alfa Romeo Facebook page & used to spearhead a dealership campaign to raised funds for Heart Research UK.
The Results
The images were leveraged to secure exclusive interviews with the featured athletes in six national newspapers, including the back page of The Times.
45 online stories were generated which led to a 185% increase in visits to the Alfa Romeo Facebook page.
£25K was raised for Heart Research UK.
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