National Sales Event Radio


The story of Alfa Romeo is unique, with the brand keen to advocate its rich racing heritage as well as its new class-leading range. Italian styling and performance still appeal to the discerning driver, but in an increasingly competitive market potential customers need to be satisfied that Alfa Romeo is also a good value proposition.


Alfa Romeo UK had previously used Radio Advertising to support their new product launches nationally, and through its dealer network. The challenge was to promote the Alfa Romeo Sales Event – signposting potential conquest customers to their dealer sites with the promise of specific incentives, without distressing the Brand.


We felt the best way to communicate what makes Alfa Romeo different was to tell their story. We recounted the company’s philosophy that their cars weren’t “born out of the boardroom, they were born on the racetrack” – highlighting the spirit, passion and heart that has made Alfa Romeo unique. This in stark contrast with the volume brands they now compete with. We cast actor Sam Hazeldine to tell the story with effortless gravitas, and composed a rich uplifting orchestral backing to support the narrative. The result being a compelling and attractive offer that enhances not distresses this iconic brand.

“I’ve worked with Get Carter Productions for over 15 years – I know I can trust them to deliver every time whilst ensuring the integrity of the Brand"

Naz Jamil

Marketing Manager, Alfa Romeo UK