Introduce the Lancia Delta with 200 horsepowers. Literally.On the RAI Square, where the Amsterdam International Motor Show took place, a cavalry of 200 horses and riders revealed three Lancia Delta’s with 200 hp. This event took place with the help of riders, riding schools and horses from all over the country. They impressed the people of Amsterdam and the press for about an hour.Afterwards a special website was made where people can see a registration of the introduction. There were posts on Youtube by the people at the event and horse lovers. It also generated a lot of free publicity in the next days in the local and (inter)national press, forums and news sites.

Awareness was increased:The revealing of the Delta created a big buzz in Amsterdam.(Inter)national press coverage.Free publicity with a total media value over 120.000 euro.The video that was posted on Youtube was one of the ten best viewed video’s on March 31st. The Dutch Lancia website attracted 50% more visitors.