The Telegraph has announced that SEAT will be partnering with three Telegraph consumer events, The Triathlon Show: London, The London Bike Show and The Telegraph Outdoor Adventure & Travel Show, to launch its new model, the SEAT Leon X-PERIENCE.
To promote SEAT’s first four-wheel drive, the partnership will see World Champion triathletes and Olympians, Jonny and Alistair Brownlee MBE, launch the man against machine ‘Tri Another Way’ challenge at all three shows on Saturday 14 February.
To support the launch, The Telegraph is also running a multiplatform campaign, brokered by Omnicom Media Group’s PHD. The campaign features an online hub, telegraph.co.uk/XPERIENCEChallenge, where specially created SEAT content will sit. This will include videos where visitors to the hub can watch the Brownlee brothers take on further instalments of the ‘Tri Another Way’ challenge.
Tri Another Way
In a unique twist on the traditional triathlon disciplines, the Tri Another Way event in February pits man against machine. First, one Brownlee brother will take to his bike and cycle against the car with his brother at the wheel of the new Leon X-PERIENCE. And then the driver will run against the car, while his sibling takes the controls.
In a nail-biting finale, the two Olympians will kayak against each other. Telegraph Media Group will be featuring film of the whole event – and much more – online.
Simon Hosannah, Motoring Specialist at TMG, said “The Telegraph is delighted to be working with SEAT and PHD again this year on the launch of the new Leon X-PERIENCE.”
Andy McGregor, National Communications & Digital Marketing Manager at SEAT UK, said “We successfully launched the first Leon estate, the ST (Sports Tourer) at the three Telegraph Shows last year, so it was an easy decision to try and emulate it for our latest model, the Leon X-PERIENCE. It’s got a healthy dose of style, with a really premium feel and off-road capability, all perfect ingredients for many visitors to the shows who are seeking a good-looking and reliable car in which to escape.
“We’re also delighted to be working with the Brownlee Brothers, who will take us into previously unchartered territory for the SEAT range.”
This campaign builds on a successful partnership with SEAT in 2014, which saw advertising across print, online, digital and experiential channels, demonstrating The Telegraph’s ability to ‘provide innovative, cross-platform solutions for clients.’
The Triathlon Show: London, The London Bike Show and The Telegraph Outdoor Adventure & Travel Show will be taking place at ExCel, London from 12-15 February 2015.
Telegraph Media Group publishes The Telegraph newspaper 7 days a week, in print, online and on tablet and mobile reaching an audience of over 70 million per month. This is a wholly owned subsidiary of Press Holdings.
A subsidiary of TMG, Telegraph Events is one of the largest consumer events companies in the UK, producing market leading events including the Ski and Snowboard Show London, Ski and Snowboard Show North, The Telegraph Outdoor Adventure & Travel Show, The London Bike Show, Be:Fit London, the Triathlon Show: London and Salon QP. Annually, Telegraph Events attracts over 150,000 visitors to its events.
