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Contact info for Romanian customers:

C&B ACTIVE POINT SRL
Bucuresti, Str.Candiano Popescu nr.115
Bogdan Grigore
GSM: 0722 345 282

e-mail : bogdan.anvelope@gmail.com




Boriana Company has
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Home » News »  LASSA COMPETUS DISCOVERY TOUR
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07.2007  LASSA COMPETUS DISCOVERY TOUR
News - tires and alloy wheels News - tires and alloy wheels News - tires and alloy wheels LASSA COMPETUS DISCOVERY TOUR kicked-off in 2003 as a PR activity aimed at generating coverage for the product and creating a “Wow! LASSA is good enough to produce tires for SUVs!” perception. In 2003 and 2004, LASSA invited selected press members to participate in the three-day off-road event, where participants enjoyed driving SUVs with LASSA COMPETUS tires. Members of Istanbul Off-Road Club as well as a few Brisa employees accompanied the press throughout the tours.

Starting from 2005, LASSA COMPETUS DISCOVERY TOUR concept has advanced dramatically. With an experiential marketing sense, LASSA COMPETUS DISCOVERY TOUR turned it into a genuine brand property for LASSA brand in Turkey.

The objective was set as “to break the limited scope of the event, and turn it into the most powerful image-building initiative in the marketing calendar of LASSA”. With this objective in mind, target group is redefined around the concept of “discovery”. The campaign centered around a contest mechanism for consumers to the three/four day off-road discovery event. Throughout the campaign where the consumers are asked to share their road discovery stories, LASSA COMPETUS DISCOVERY teams visited universities, hypermarkets, and city centers of big cities of Turkey.


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