FIAT pulled off a real coup on Wednesday – by buying up the front and back pages of the Daily Express newspaper!
In what it is believed to be a first for a national rag, Fiat paid to wrap news of the Fiat 500’s first birthday around the paper.
On the day after Barack Obama’s inauguration – the ‘front page’ headline said: ‘It’s a big day for firsts,’ and there was a big picture of the supermini underneath.
This is probably the first time a car has relegated the United States of America Presidential Inauguration to what is effectively page three of a national paper!
There was even a news story about the car on page 19 of the paper – albeit a small one.
How much Fiat paid to wrap the Express is unknown – but on usual national ad rates it’s likely to be hundreds of thousands of pounds.
Money well spent? Only Fiat dealers will be able to tell us that! Let us know what you think by posting a comment below.