Client: Abarth & C. S.p.A.
Location: "Daniele Bonara" racetrack in Franciacorta (Province of Brescia)
Project: Management of Clubs and Communities - Brand Heritage - Automotive
When it came to organizing the biggest Abarth event in 2009, the company once again chose the MAC Group as its partner, continuing the modernization and rebranding work that was launched the previous year with the exhibition "From 0 to 100" celebrating the centenary of the birth of Karl Abarth.
Abarth Race Day was open to all enthusiasts of the Scorpion brand and dedicated to them. A single location, the "Daniele Bonara" racetrack in Franciacorta (Province of Brescia), hosted all the different events - a series of enthralling and exciting initiatives that brought enthusiasts together in their mutual passion, while enabling them to get to know the latest Abarth products up close.
Events coordinated:
- Official race with ABARTH 500 Assetto Corse cars
- Virtual races on Abarth professional simulators
- The largest ever rally of Abarth cars
- Test drives with official Racing Team drivers
- Electric go kart races
- Demonstrations by instructors at the Sandro Munari Abarth Driving School
In addition to specializing in the design and organization of large automotive events and their communications support, the MAC Group is also known throughout the province of Brescia as the co-organizer of the Mille Miglia. MAC chose Franciacorta for this Abarth initiative in testimony to its link with Brescia and its industrial area, proving itself a valid partner in the Brescia City and Provincial Councils' regional marketing project.
"Our commitment to Brescia goes beyond the Mille Miglia", explained Sandro Binelli, President of the MAC Group. "We're particularly interested in working to relaunch the Mille Miglia Museum and promote the Franciacorta racetrack. The Abarth event is just one example. We're delighted that after Turin last November we were able to convince Abarth to come to Franciacorta. The next step is to organize events for Brescia's historical companies, bringing our brand heritage marketing expertise to companies outside the Automotive sector."
