Nissan’s New Leaf Aligns with Healthy Lifestyles
Nissan has more than 40 of its new Leaf vehicles riding along as support vehicles with an 800-mile, eight-day cycling road race. Of course, it is also showing off the cars benefits of being 100% electric with zero emissions to its target group of people living healthy lifestyles.
The promotion is part of Nissan’s two-year deal to be the official vehicle of the Amgen Tour of California that features elite professional teams from around the world. The sponsorship officially kicks off Nissan’s fully integrated 2010 “Master the Shift” campaign, which has been active for three years.
The race is now underway and ends May 23. Nissan is also activating its sponsorship of one of the teams, Team RadioShack, the cycling team led by seven-time Tour de France winner Lance Armstrong and three-time defending Amgen Tour of California champion Levi Leipheimer. Lance Armstrong is a spokesperson for the Leaf and will be the first to receive and own one in September, Erich Marx Director of Marketing and Media for Nissan, said. The car rolls out to consumers Dec. 1.
Marx said Armstrong’s legacy, fitness and push for excellence are a perfect fit for the Leaf.
In addition, Nissan will have a consumer experience at the MBT Footwear Lifestyle Festival at the finish of each stage. The Nissan experience at each location will feature a Nissan LEAF display and debut Nissan LEAF virtual augmented reality technology. Cycling enthusiasts also will have an opportunity to check out a Team RadioShack Nissan Rogue, enter the Nissan Leaf sweepstakes and meet Team RadioShack riders.
The 2010 program will add on a number of additional running and cycling events, elite athlete endorsements and exclusive online content.
“Wherever Team RadioShack goes to race we will be there. Cause this is a global partnership.
The “Master the Shift” Facebook page acts as a central hub for the campaign.
The 16 host cities for the ride include: Nevada City, Sacramento, Davis, Santa Rosa, San Francisco, Santa Cruz, San Jose, Modesto, Visalia, Bakersfield, Palmdale, Big Bear Lake, Los Angeles, and Thousand Oaks/Westlake Village/Agoura Hills.
