Alfa Romeo’s Artistic Collaboration

Performance Communications | July 23, 2011

To help communicate the message behind the new low emissions Alfa MiTo, Alfa Romeo launched an artistic collaboration this July at a Covent Garden art gallery to celebrate the car’s congestion charge-beating credentials and target a young, creative audience.

Partnering with renowned artist Louise Dear, the Italian marque saw one of its cars wrapped in the artist’s Alfa Romeo-inspired artwork, which was unveiled in London on July 14th. The unique piece of art and car were then taken on tour across the UK, visiting galleries for exclusive VIP evenings to celebrate the collaboration.

The quirky project saw a wide range of national, broadcast and online coverage, bringing the Alfa Romeo message to a new, artistic audience. On the opening night of the tour alone the headline piece of the Alfa Romeo collection was sold, and the campaign generated significant sales enquiries throughout.

To see a video of the project please watch,

[youtube height=”HEIGHT” width=”WIDTH”]http://youtu.be/rrOOT_Fmtj4[/youtube]

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