Fiat Idea In Race For Life

The Fiat Idea

Fiat Idea

As an associate sponsor of Cancer Research UK’s 2004 Race for Life, Fiat Auto UK is encouraging its entire staff and dealer network to become involved in helping to fund the cancer research work of over 3000 doctors and scientists in Britain.

Cancer Research UK’s Race for Life is Britain’s largest fundraising event, and via some 150 nationwide five kilometre women-only running races taking place between now and mid-July, aims to bring together over 325,000 women to raise some £20 million for the charity. Using its latest arrival on the UK market, the Fiat Idea mini-MPV, which went on sale here at the end of February, Fiat Auto UK is encouraging its dealers to become involved by organising Fiat Idea sampling and placement, along with regional support at Race for Life events.

"These fun runs, which take place all over the country in the coming weeks, offer the perfect opportunity to reach our target customers and build interest for the Fiat Idea through this exciting partnership," says Elena Bernardelli, marketing director, Fiat Auto UK.

To support the activity, Fiat Auto UK is collaborating with Tesco, another associate sponsor, to display its posters at Tesco stores nationwide, while Cancer Research UK is supplying Race for Life promotional material for Fiat Auto’s dealer network.

In addition, all Race for Life participants have the chance to win a Fiat Idea in an online competition. Participants simply log on to the new Fiat Idea website and register using a unique code at the bottom of their entry leaflets. They will then be required to answer four multiple choice questions before being automatically entered into the Fiat Race for Life competition.

Published 11 May 2004 Melanie Carter

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