Seat sponsors series of outdoor sport exhibitions as part of new estate car launch


By Jennifer Faull, Deputy Editor

December 2, 2013 | 2 min read

Seat has been named the headline sponsor of The Telegraph Outdoor Adventure and Travel Show, The London Bike Show and the Triathlon Plus Show as part of its promotional activity around the new Seat Leon ST estate car.

Prior to the exhibitions, taking place at London’s Excel Centre in February, Seat is planning to showcase the versatility of the Leon ST in a series of adventure challenges, backed by an as yet unnamed celebrity adventurer.

The celebrity is also set to make personal appearances at each of the shows, encouraging people to take the car on a test drive.

Chris Stevens, head of marketing, Seat, explained why the brand chose the exhibitions to promote its latest offering. He said: “These three shows are the perfect platforms for us to show off what a great car the Leon ST is – full of the sort of people we think the car is a perfect fit for. Built for those with an active lifestyle, the Leon ST brings together quality, technology and versatility in a stunning package that’s extremely attractively priced.”

In the run-up to and following the shows, Telegraph Media Group is launching a multi-platform media campaign incorporating the celebrity adventurer, including paper features, short films, online activity and social media content.


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