Vespa USA invites its fans to a new digital hub dedicated to life style and dolce vita. The web site www.LaVespaVita.com offers user content, blogs along with the brand’s products.

Photo: La Vespa Vita, a snapshot, clickable

On the web site Vespa promotes its 2012 scooter lineup, of course, but there is much more to view. A Vespa Style Book offers people to show off their styles with their scooters or just their apparel using the hashtag #VespaStyle. They can also submit posts about the Vespa lifestyle around trends, personalities, history, culture and adventures to the ‘La Vespa VitaBlog.’ The site features a ‘Vespa Mosaic’—visitors are encouraged to post photos via Flickr or Instagram by using the hashtag #VespaVita. Registered users have a chance to win $1,000 in Vespa gear.

The web site targets not only Vespa drivers. «It’s for riders and aspiring riders, or folks who like the brand,» she says. «The site was created because there are so many great photos and content about Vespa on the digital landscape, so we wanted a place to match it. It’s a site that conveys to people what Vespa is about with stories and photos.» Melissa R. MacCaull, VP of marketing at Piaggio Group Americas, told in an interview to Marketing Daily.

The site has links to Vespa Facebook and Twitter pages and will use viral methods of promotion. Additionally, Vespa USA has been simplifying its brand web site to focus more on products, according to MacCaull.

«Our strategy has been to build the consumer web site as a clear and simple place to go for product information and special offers, and to find dealers and drop personal data,» she said.