Menu
Menu
close
The two wheels represent a visceral passion, and EICMA celebrates it in its 2025 advertising campaign. The communication initiative was previewed last weekend at the Mugello Circuit during the MotoGP Italian Grand Prix. Unveiled at the FMI Hospitality by EICMA CEO Paolo Magri, president Pietro Meda and Italian Motorcycle Federation president Giovanni Copioli, the visual features a heart tattooed on the skin with a tread pattern as a form of indelible love.
The creative is a strong, black-and-white image where the claim chosen for Edition Number 82 of the exhibition event stands out in red: That's Amore. And it is the president of EICMA, Pietro Meda, who emphasizes the intent of this campaign, which "is to get closer and closer to our general public, making tangible and celebrating a feeling that very often goes beyond the boundaries of passion, which is identity, dedication, sense of belonging and sharing. Our event is the world's largest container of these emotions, and every year it is a magic that is repeated and to which we have given the name ‘love.’
In his speech, EICMA CEO Paolo Magri remarked how “the communication strategy undertaken is to make EICMA's presence alive and assiduous at events, on race tracks and where the heart of two-wheel passion beats, telling its story and enhancing its value: we have impressed a change of pace, without losing sight of the acquired institutionality and also intensifying the collaboration with FMI, which promotes the use of two wheels at all levels.”
FMI President Giovanni Copioli highlighted "the importance of the synergy between the Federation and EICMA, which takes the form of numerous activities aimed at all motorcyclists and a spread of two-wheel culture. In addition to today's event, concrete examples are the EICMA Adventure Series Trophy and all the joint projects, sporting and otherwise, that aim to promote the motorcycle not only as a means of transportation but as a lifestyle."
Finally, Paolo Biffi, founder of YES! Agency, which signed the EICMA 2025 campaign, said, "The goal was very clear from the start: to return to speaking the most authentic language to the public: that of emotions. So we wanted to tell the story of love for motorcycles as something that you wear, that you feel on your skin and in your heart. That's Amore is not just a title: it is a manifesto. And the campaign is aimed at an increasingly broader and younger audience, reinforcing EICMA's role as an iconic and timeless symbol of motorcycle culture."
With today's presentation, therefore, begins for EICMA the official journey towards Edition number 82, which returns to Fiera Milano Rho from Tuesday, November 4 to Sunday, November 9, 2025, with days 4 and 5 dedicated exclusively to press and trade operators.
Tickets will be available as early as the end of July directly on the event's official website www.eicma.it, the only sales channel, at a dedicated launch rate.
