Client Chopard & Cie S.A.
Location Itinerant, from Brescia to Sansepolcro and back
Typology of the project and activity Automotive - Partnership Management - Strategic Planning - Coordination and Management
Objectives
- To carry out a capable programme of Media Relations aimed at a select number of members of the international press
Strategic guidelines
To create an uncommon, memorable experience for Chopard guests, capable of inspiring the emotions of the Mille Miglia, 'the most beautiful race in the world', first-hand, through an 'event within the event' staged in a spectacular, unique, exclusive setting that attracts an international audience every year and whose participants represent a very high-profile target of the world's most important classic car Collectors.
Action
The media relations event was directed at 10 select representatives from the international press.
The Chopard Guests were immersed and engaged in a unique atmosphere of motors and classic cars, attending the famous pre-race sealing and crew preparations for the regularity rally.
Two important Chopard corners were staged in Brescia and in Rome - in the Mille Miglia's two main welcome villages. An exclusive lounge reserved for the select members of the press and top clients was also set up for watching the arrival of the classic cars in Piazza della Loggia and at Castel Sant'Angelo from a privileged position.
In addition in partnership with Audi, 5 cars were provided for experiencing the Mille Miglia in a starring role: the representatives from the international press set off at the same time as the classic cars and travelled the route of the Freccia Rossa ('Red Arrow') for the first two days of the event. Their experience concluded at the first lunch, enjoyed together with the rally's crews, in the town of Sansepolcro.
MAC Group managed the event in its entirety, including organizing the technical/logistical aspects of welcoming and transporting guests, and planning and managing set-up of the corners projected for the villages in Brescia and Rome.
The numbers
- 5 cars for the Tour
- 2 cars for the Staff
- 1 coordinator
- 10 designated individuals for stage set-up
- 4 designated individuals for welcoming and registration
