Yamaha Motor Europe
Experiences & Live Events
’The Next Level’ World Press Premiere – EICMA 2015
Connexia has worked with Yamaha Motor Europe since 2011 to organise the traditional World Press Première which offers a preview of the Japanese manufacturer’s new models to the world’s press before the start of the EICMA – the Milan Motorcycle Show.
Yamaha tasked us with developing a creative concept for the 73rd EICMA to present the latest two-, three- and four-wheeled prototypes and the 2016 models in the MT, Sport Heritage and Off-Road Competition segments, and celebrate racing successes achieved in the brand’s 60th anniversary year.
We devised, planned and organised all aspects of ‘The Next Level’, the World Press Première at 2015 EICMA. The concept of the event was to highlight Yamaha’s ability to continually make models that motorcycle enthusiasts love and the brand’s flair for embracing exciting, new challenges.
The press conference was held in the prestigious setting of Pelota Jai alai, in the heart of Milan. The stars of the show were the brand-new models in the Dark Side of Japan (MT-10 and MT-03), Sport Heritage (XSR900) and Off-Road Competition segments (WR450F and its Dakar 2016 alter ego), which were presented with spectacular fanfare and unveiled by superstars Valentino Rossi, Jorge Lorenzo, Romain Febvre, Alessandro Botturi and Helder Rodrigues.
The event was attended by 500 international guests, including 300 from the world’s press, broadcast in full via live streaming, and received top media and social media coverage.