As our daily lives become increasingly abstract . . . experienced through computers, televisions and other digital media, many are reaching out for “authenticity”, something real, not virtual.
I have written before about the appeal of the somewhat rough-hewn nature of Moto Guzzi. The new web site, Moto Guzzi Originals, emphasizes this authentic nature (take a look at the Japanese concept of Wabi) and aligns itself with other “authentic” products such as the American axe from Best Made Company, which has exploded in popularity according to the New York Times. Here is the press release we received yesterday. The new site is worth taking a look at.
New York, NY (May 15, 2012) – Moto Guzzi USA, the North American importer of the Piaggio Group’s iconic Moto Guzzi motorcycle brand, is introducing Moto Guzzi Originals, a new website for individuals who have a passion for brands and products that create – not follow – a trend. The microsite invites users to explore the unique heritage and many industry-first innovations of Moto Guzzi motorcycles, as told through the Italian brand’s designers, owners and enthusiasts. The site also introduces visitors to brands and products that define what it truly means to be an “original,” and invites users to contribute and share their own “originals” content via Twitter @MotoGuzzi, a new Facebook app at www.facebook.com/MotoGuzziUSA or in the www.motoguzzioriginals.com photo gallery.
“For more than 90 years, Moto Guzzi has designed and crafted innovative, comfortable category-defining motorcycles that attract customers who are true originals – just like their ride of choice,” said Melissa R. MacCaull, vice president, marketing, Piaggio Group Americas. “We want Moto Guzzi Originals to be an inspiration for the next generation of riders as well as anyone who values the timeless appeal of brands and products that stand apart thanks to their originality and high quality craftsmanship.”
New Microsite Celebrates Past, Present and Future Originals
To highlight what brand and product characteristics have allowed Moto Guzzi to stand the test of time for more than 90 years, Moto Guzzi Originals engages and educates consumers about the brand’s timeless style, character and innovative design. A mix of visual, interactive and written content touches on Moto Guzzi’s many pop culture and historical moments, offers up never-told-before stories from enthusiasts and legendary designers and features an ever-growing gallery of user-submitted photos that capture the interpretation of the “originals” lifestyle.
Site content includes:
- Moto Guzzi Originals Dialogue – a blog that brings the Moto Guzzi ethos to life with posts written by Guzzi and category experts including Enrico Cantoni, one of the original engineers of the famous Moto Guzzi engine of 1955, V8 engine in the Otto Cilindri, and Miguel Galluzzi, Director of Piaggio’s Advanced Design Center. A series of Guzzi “like-minded” products, brands and services are also featured on the blog. The direct link to the blog section of the microsite is www.motoguzzioriginals.com/dialogue and fresh content will be added two to three times a week;
- Moto Guzzi Originals Gallery – A showcase of user-submitted photos that reflect contributors’ visions of the style spirit and essence that echo the Moto Guzzi definition of an “original.” Visitors upload their favorites via Twitter or Instagram by using the hashtag #guzzioriginals;
- Moto Guzzi Model Lineup – Snapshots of the new 2012 model lineup starting with the head-turning V7 Racer, an homage to the extraordinary racing career of the V7 Sport, followed by the V7 Classic, Stelvio 1200 NTX, Griso 8V SE and Norge GT 8V;
- Win a Moto Guzzi Vintage Leather Riding Jacket Promotion – Site visitors are given an opportunity to enter to win a vintage leather Moto Guzzi riding jacket through October 1, 2012.
To support the Moto Guzzi Originals campaign, Moto Guzzi USA will also launch a targeted digital advertising campaign, including Google and Facebook media.
For information about Moto Guzzi in the USA, visit www.motoguzzi-us.com and in Canada, visit www.motoguzzi-canada.ca. To get the latest news and updates from Moto Guzzi, like them on Facebook at http://www.facebook.com/MotoGuzziUSA.