Citroën is launching a special and innovative initiative in Italy to stay in touch with its customers even when they are on the beach. After the opening of the Maisons Citroën in Milan, Bologna and Catagne, the brand is taking advantage of the summer season to launch the summer and seasonal derivative with the Maison Citroën on the beach.
This new temporary format will be inaugurated at the Fantini Club bathing establishment in Cervia, which will host the first "Maison Citroën à la Plage", which will be present there throughout the summer and will allow visitors to discover the Citroën Ami and Citroën ë-C4 X, the two models proposed by the brand and which will also be available for testing, at close quarters.
Alessandro Musumeci, Marketing Director of Citroën Italy, explains: "With La Maison Citroën à la Plage, the brand is taking a new step in renewing the experience of its customers. It is a new, friendly, dynamic and welcoming place, in line with the values of boldness and comfort, where you can discover the latest Citroën innovations and test the model of your choice in total simplicity and comfort.
Citroën is going all out for this first Maison Citroën on the Beach, as the brand has planned to personalise the event in particular with: deck chairs, parasols, cushions of various sizes, totems, sails with special sand bottoms, surfboards, panels at the counter and reception, beach towels, T-shirts worn by the artists and much more. For those interested, there are also sports tournaments of various disciplines organised and held within the establishment.
"La Maison Citroën à la plage" also enables the brand to continue and expand its "RispettAMI" anti-bullying project, which has been raising awareness among schoolchildren and their families since last November. And because harassment does not stop during the holidays, Citroën will continue its awareness-raising activities throughout the summer, particularly on beaches, where the body is often subjected to meticulous and sometimes derisive scrutiny. .
At the Fantini Club beach in Cervia, La Maison Citroën will be highlighting the fight against body shaming, in particular with a "RispettAMI" beach, where the last Ami Buggy will be on display and which can be discovered along a fun trail where classic road signs become a statement against body shaming. People will be able to take part in a beach volleyball tournament and various activities with specialised staff aimed at raising awareness about the use of transfers with positive body messages. There will also be a totem illustrating the Decalogue of 10 rules for dealing with harassment.
And since the trade is never far away, Citroën is taking advantage of this summer event to highlight Ami, including the Ami buggy and the latest ë-C4 X, which can be seen and tested throughout the summer. Citroën is multiplying the events in Italy, where the brand wants to get closer to consumers wherever they are, like here in the seaside resorts, but also in the amusement parks of Gardaland, with each time a personalisation of the places and the setting in front of the latest models of the range. A playful way of reaching out to the public in a universe other than that of the car and without any competition, as the other manufacturers are not present. The opportunity to test drive the Ami and the ë-C4 X also helps to persuade customers to buy.