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

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 possi

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.

The event garnered exactly the positive column inches the client was looking for.

Socially distanced Abarth car product launch event. Shelsley Walsh/TFI Lodestar
Abarth car product launch event/Shelsley Walsh/TFI Lodestar.