Two Years After Launching Brand Blogs, Vespa Forgets Them

  |  January 2, 2007   |  Comments

Nearly two years ago, Vespa parent Piaggo USA and its PR firm CooperKatz began recruiting writers for two blogs singing the praises of its scooters


Nearly two years ago, Vespa parent Piaggo USA and its PR firm CooperKatz began recruiting writers for two blogs singing the praises of its scooters. One was conceived as an "urban lifestyle" blog, the other was about "life's journey."

Today, both sites have been abandoned. The last of their remaining writers, Crystal Waters of Vespaway, walked away from the project in November. Her final post offers a simple apology to the community, along with an explanation that the company failed to respond to several of her queries about the site's future.

The amazing thing here is Waters' clear concern for her audience, a concern Vespa, which initiated the project, apparently doesn't share. Meanwhile, the company is still promoting the blogs on its site. Yikes.

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Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

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