For the launch of AIROH’s road range at EICMA 2024, the objective was clear: to penetrate the road motorcycling market more aggressively. Building on its historic leadership and top-tier expertise established in the off-road sector, the company chose to transfer this technical know-how into the road segment as well. To support this evolution, we designed an international media campaign capable of extending brand visibility far beyond the days of the trade show, maximizing the value of the brand’s renewed identity and ambitions across all two-wheelers. The strategy kicked off with special editorial coverage dedicated to the event’s new releases, involving 20 outlets across international media and key publications in four core markets. Around the ad placement, we built an integrated content system: interviews, product tests, and ambassador activities that reinforced the value of the new collections and multiplied points of contact with the audience. A project developed as a strategic partner to the marketing team, coordinating media, publishers, and timelines to transform a product launch into a consistent, authoritative, and high-impact international presence.