Piaggio Group Americas Provides Transportation for New 'Transformers' Movie Collaboration

Piaggio Group Americas Provides Transportation for New 'Transformers' Movie Collaboration

Major Marketing Campaign Planned with Fully Integrated Promotional Activities Tied to DreamWorks Pictures and Paramount Pictures Highly Anticipated Summer Movie

NEW YORK, June 12 /PRNewswire/ -- Piaggio Group Americas announced today an integrated partnership with the upcoming DreamWorks Pictures and Paramount Pictures release "Transformers" with a full slate of promotional and marketing initiatives nationwide including: a national dealer open house, free movie tickets, an advertising campaign and a sweepstakes awarding a Vespa scooter.

The "Transformers" movie partnership marks an expanded presence in the product integration space for Piaggio Group Americas. Scheduled for theatrical release July 3rd, "Transformers" is already generating buzz as a hot summer blockbuster.

As part of the fully integrated marketing strategy surrounding the "Transformers" partnership, Piaggio is hosting a variety of activities throughout the U.S. Tied directly with the launch of the movie, Piaggio is holding a special Vespa national open house June 14-24, 2007. During the open house, consumers who sign up to receive Vespa emails and bring their confirmation coupon to participating Vespa dealerships will receive a free movie ticket to see "Transformers" after they test drive a Vespa. Additionally, people visiting dealerships during the open house will receive a free official mini "Transformers" movie poster.

In addition, Piaggio is conducting a special online sweepstakes where one winner will be selected to win a Vespa scooter.

Piaggio has also developed advertising creative titled, "Vespa...Transportation Transformers(TM)," which will appear in motorcycle and scooter trade publications as well as part of a comprehensive Internet campaign. Participating Vespa dealerships will receive promotional materials which they can display and utilize in local ad campaigns.

"Piaggio is always looking for opportunities that highlight the great brands we represent," said Paolo Timoni, President and CEO, Piaggio Group Americas. "The 'Transformers' movie is sure to be one of the summer's biggest hits and we are thrilled to be integrating numerous marketing and promotional activities to support that involvement. We look forward to even more strategic partnership opportunities in the future."

For centuries, two races of robotic aliens - the Autobots(R) and the Decepticons(R) - have waged a war, with the fate of the universe at stake. When the battle comes to Earth, all that stands between the evil Decepticons(R) and ultimate power is a clue held by young Sam Witwicky (Shia LaBeouf). An average teenager, Sam is consumed with everyday worries about school, friends, cars and girls. Unaware that he alone is mankind's last chance for survival, Sam and his friend Mikaela (Megan Fox) find themselves in a tug of war between the Autobots(R) and Decepticons.(R) With the world hanging in the balance, Sam comes to realize the true meaning behind the Witwicky family motto - "No sacrifice, No victory!"

DreamWorks Pictures and Paramount Pictures Present, in Association with Hasbro, a di Bonaventura Pictures Production, a Tom DeSanto/Don Murphy Production of a Michael Bay Film, "TRANSFORMERS" starring Shia LaBeouf, Tyrese Gibson, Josh Duhamel, Anthony Anderson, Megan Fox, Rachael Taylor with John Turturro and Jon Voight. Directed by Michael Bay from a story by John Rogers and Roberto Orci & Alex Kurtzman and a screenplay by Roberto Orci & Alex Kurtzman, the film is based on Hasbro's Transformers(TM) Action Figures. The producers are Don Murphy, Tom DeSanto, Lorenzo di Bonaventura, and Ian Bryce and the executive producers are Steven Spielberg, Michael Bay, Brian Goldner and Mark Vahradian. The director of photography is Mitchell Amundsen. The production designer is Jeff Man. The film is edited by Paul Rubell, A.C.E. and Glen Scantlebury. The costume designer is Deborah L. Scott. The music is by Steve Jablonsky. The music supervisor is Dave Jordan. The special visual effects are by Industrial Light & Magic.

For more information visit: www.VespaUSA.com or www.ApriliaUSA.com

About Paramount Pictures Corporation

Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Viacom (NYSE:VIA)(NYSE:VIA.B), a leading content company with prominent and respected film, television and digital entertainment brands. The company's labels include Paramount Pictures, Paramount Vantage, Paramount Classics, DreamWorks, MTV Films and Nickelodeon Movies. PPC operations also include Paramount Digital Entertainment, Paramount Home Entertainment, Paramount Pictures International, Paramount Licensing Inc., Paramount Studios, and Worldwide Television Distribution.

About DreamWorks Pictures

DreamWorks Studios was formed in 1994 by Steven Spielberg, Jeffrey Katzenberg, and David Geffen. The company won three consecutive Best Picture Academy Awards with "American Beauty," "Gladiator" and "A Beautiful Mind" (both co-produced with Universal.) Among the company's other successes have been such films as "Saving Private Ryan," "War of the Worlds," "Dreamgirls" (all co-produced with Paramount), and "Blades of Glory." Among its upcoming productions are "Transformers" (co-produced with Paramount), "Things We Lost in the Fire," "The Kite Runner (released by Paramount Classics), and "Sweeney Todd" (co-produced with Warner Bros.).

About The Piaggio Group:

Established in 1884 by Rinaldo Piaggio and based in Pontedera (Pisa, Italy), the Piaggio Group is one of the world's top manufacturers of two-wheel motor vehicles. With seven production facilities, five Research & Development centers, over 6,300 employees in 50 countries and an annual production of more than 610,000 vehicles, the Piaggio Group has a consolidated leadership in the European 2-wheeler market. Piaggio ended 2006 with more than 300 dealers in the US, and an over 20 percent share of the US scooter market for Piaggio and Vespa scooters.

Its production includes scooters, motorcycles and mopeds in the 50cc to 1,200cc displacement range, marketed under the Piaggio, Vespa, Gilera, Derbi, Aprilia, Moto Guzzi and Scarabeo brands. The Piaggio Group is controlled by Immsi S.p.A., an industrial and services holding listed on the Milan Stock Exchange, and is headed by Chairman and CEO, Roberto Colaninno. As of July 11th, 2006, Piaggio & C. S.p.A.'s ordinary shares are listed on the Milan Stock Exchange (Borsa Italiana).

Across its more than 120-year history, the Group has been active in almost every area of transport including: naval fittings; the construction of locomotives and rolling stock; engines for the aeronautics sector; seaplanes; and civil and military aircraft. Since the introduction of the Vespa scooter in 1946, Piaggio has led the way in meeting the growing demand for personal mobility. A universally recognized symbol of Italian style, Vespa is an outstanding success story with more than 16 million scooters produced to date. In addition, at the end of 2004, Piaggio acquired two prestigious brands, Moto Guzzi and Aprilia.

Contact:
Meredith Topalanchik Kathleen Reynolds
CooperKatz CooperKatz for
for Piaggio Group Americas Piaggio Group Americas
212-455-8018 212-455-8062
mailto:mtopalanchik@cooperkatz.comkreynolds@cooperkatz.com

First Call Analyst:
FCMN Contact:

Source: Piaggio Group Americas

CONTACT: Meredith Topalanchik, +1-212-455-8018,
mtopalanchik@cooperkatz.com, or Kathleen Reynolds, +1-212-455-8062,
kreynolds@cooperkatz.com, both of CooperKatz for Piaggio Group Americas

Web site:

http://www.vespausa.com/
http://www.apriliausa.com/

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