ABARTH
MEDIA LAUNCH
COVID-safe driving excitement with Abarth
In September 2020 Abarth asked TFI Lodestar to create a COVID-19 safe event solution to launch two new special edition 595 models to a UK media and influencer lifestyle audience. With group numbers restricted to six, we opted to run two half-day programmes at the iconic Shelsley Walsh Hill Climb.
The format comprised a socially distanced product presentation, a driver training session from Shelsley Walsh’s lead instructor and a walk of the hill climb course, after which guests were unleashed on-track and challenged to achieve their best possible time up the hill in a (sanitised!) Abarth.
The event garnered exactly the positive column inches the client was looking for.
