Last week, five lucky competition winners each collected a brand new Fiat Multipla from outside the offices of Capital Radio in Leicester Square, central London.
Chris Tarrant, host of Capital Radio’s Breakfast Show, and Franck Ropert, marketing director, Fiat Auto (UK), were both on hand to congratulate the lucky winners and hand-over the keys.
It all started last month, when Londoners going about their business received a shock as HRH The Queen apparently toured the capital, alone and unannounced, at the wheel of Fiat’s innovative six-seater MPV! Many who were convinced that they saw her, also saw other Multipla-driving celebrities such as Ali G, Elton John, Pavarotti, and even Batman and Robin!
In fact it was all part of a light-hearted ‘on-air’ liaison between Fiat Auto (UK), Capital Radio 95.8 FM, and Breakfast Show listeners.
Franck Ropert, marketing director, Fiat Auto (UK), says: "The promotion was a huge success and proved to be an excellent way of increasing the awareness of our versatile and innovative Multipla to a large number of people in the London area." During its week-long ‘airing’, the promotion was estimated to have reached an audience of over 2.7 million listeners.
Since its UK introduction less than three years ago, Fiat Auto’s remarkable Multipla has received accolades from all quarters of the motor industry media.
Earlier this year, revised versions went on sale throughout Fiat Auto’s UK dealer network, offering customers new product features, improved specification, and an array of new options.
One respected specialist weekly magazine recently referred to the Multipla as "the finest example of style-driven practicality in the automotive world – the best MPV in the class".
Prices start from £12,995 on the road.Published 28 October 2002