Seat will be activating at The Triathlon Show: London, The London Bike Show and The Telegraph Outdoor Adventure & Travel Show, all of which will take place at Excel London on 12-15 February.
To promote the new four-wheel drive vehicle, Seat has enlisted world champion triathletes, Olympians and siblings Jonny and Alistair Brownlee for its Tri Another Way challenge, designed to pit man against machine. The two brothers have been challenged to race against the car on a bike and on foot, before embarking on a kayak race.
The content from the challenges will be uploaded to an online hub. The brothers will also appear at the Telegraph events and launch the Tri Another Way challenge at all three shows on 14 February.
Omnicom Media Group’s media agency PHD has worked with the two brands to launch the campaign. The Telegraph and Seat also partnered last year across experiential, print, online and digital.
Andy McGregor, national communications and digital marketing manager at Seat UK, said: "We successfully launched the first Leon estate, the ST, at the three Telegraph Shows last year, so it was an easy decision to try and emulate it for our latest model, the Leon X-perience.
"We’re also delighted to be working with the Brownlee Brothers, who will take us into previously unchartered territory for the Seat range."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine .