Project Info

Client: Leeside Srl – Brand Lonsdale London
Task: Motorshow 2005
Timing: December 2005

About Project

Lonsdale London, a dynamic brand with strong appeal in the world of casual wear, wished to reach its target in an original, memorable way.

To hit this target, RTR devised a partnership between Lonsdale and the Bologna Motor Show, the most spectacular Italian event in the world of two and four wheels. Young people in the 18 to 24 age range, which is Lonsdale’s target, account for 41% of over 1,200,000 visitors to the Motor Show (based on the 2004 figures).

Lonsdale kitted out the competition area of the 2005 Motor Show. The “Lonsdale Arena” became the centre for the most exciting motor-racing exhibitions. The company created a new, highly original logo for the occasion with graphic design that evokes the world of motoring through elements which conjure up racetracks or a steering wheel with a ‘sixties design.

Lonsdale’s visibility was total: posters at the main entrances, the starting gates, the light towers and the competition area were all personalised with the new logo, which was also present on all of the press releases regarding the sports competitions, on the third cover page of the Official Catalogue of the Motor Show and on all of the maps of the exhibition area in the same catalogue and press information, as well as in the section dedicated to the competition area on the Motor Show’s official site www.motorshow.it.

RTR also organised and ran, on behalf of Lonsdale, an event inside the VIP area of the show for over 100 selected guests, who experienced the exciting atmosphere of the Motor Show from a privileged perspective, enjoying the presence of the patronesses of the Lonsdale Arena Nina Moric and Carolina Marconi. Care was taken over each and every detail: from the highly original catering, based on chocolate and delicacies, to the descent into the Lonsdale Arena on the part of the two endorsers.