The Brief

To re-launch the Abarth brand, Fiat Group Automobiles' sporting marque, into the UK and to unveil this vitally important new car to the UK's motoring press. Highlighting the Abarth brand as exciting, high performance and safe at affordable prices was key to a successful event.

The Concept

To show the driving qualities of the Grande Punto Abarth we chose the fantastic roads of the Yorkshire Dales, culminating in the exclusive use of the famous Harewood Hillclimb. Journalists stayed overnight at the Hotel du Vin in Harrogate for a short presentation followed by dinner. The following morning the cars were driven over a predetermined route followed by lunch and then departure. This programme was repeated for five days.


The Venue

The Hotel du Vin, on the Stray in Harrogate, was the perfect location, reflecting the brand's history, innovation and quality - a small stylish hotel where attention to detail was paramount.


The Event

The hotel, driving route and Harewood Hillclimb were universally enjoyed by all involved. Of particular benefit was the hillclimb where the press were able to test the Abarth fully and rally instructors were able to demonstrate the cars' incredible handling and safety. The Abarth UK management were delighted with the event, showcasing Abarth's re-launch in the UK.