Capitalize Placed in Charge of Pirelli UK Motorcycle Segment PR

Pirelli has handed London based agency Capitalize responsibility for promoting its motorcycling activities in the UK. Initial projects for the agency will include a PR campaign for Pirelli and Metzeler’s racing activities, to publicise the company’s growing product range through specialist and trade motorcycling media as well as to a wider audience through motorsport, national and consumer lifestyle outlets.

Pirelli’s racing portfolio ranges from sole control tyre for the World Superbike Championship and British Superbike Championship to its presence at landmark road racing events including the Isle of Man TT, North West 200 and Macau GP as well as widespread club racing events. The company has also claimed victories in the 2008 MX1 and MX2 Motocross Championships, bringing its tally to a respectable 51 World Championship crowns.

Upon announcing their appointment, Capitalize comments that Pirelli’s mission statement is to be the number one tyre brand in the UK. Through its dealer network, the manufacturer supplies product to all segments of the motorcycling market from supersport tyres through to touring, adventure, off-road, commuter and scooter tyres. Capitalize’s campaign will emphasise the heritage, racing development and high quality of the Pirelli brand and its products, endorsing the brand’s Power is Nothing Without Control message. The agency will represent Pirelli at British Superbike rounds and major road racing events, as well as providing an ongoing press office service from its London base.

“We are thrilled to announce Capitalize’s appointment and very much look forward to working with them,” commented Gianmarco Spigolon, managing director of Pirelli Moto UK. “They have an excellent reputation in the industry and we believe they can carry our brand beyond our existing race fans to an even wider audience.” Harley Stephens, Account Director at Capitalize, added: “We feel extremely honoured to have been chosen by Pirelli and are really looking forward to the challenge of promoting the numerous products through its motorcycle racing activities.”