Vespa USA has launched a lifestyle website, LaVespaVita.com, to promote the brand's community. The site features photos, blogs, product information and user content. To populate one section, Vespa riders can post photos of themselves via Flickr or Instagram by using the #VespaVita hashtag. "It's a site that conveys to people what Vespa is about with stories and photos," says Melissa R. MacCaull, vice president of marketing at Piaggio Group Americas.