Client project property of MAC Group
Location on the road, from Milan to Sanremo and back
Typology of the project and activity Automotive - Car race management - Coordination and organisation - Organisational secretary - Partnership e comarketing with Companies and Institutions - Regional marketing - Integrated Communication - Relationship marketing
Objectives
- Enable the competitors to relive the excitement of a historic competition, which has contributed to creating the tradition of classic motor racing par excellence, in Milan and Italy, also due to higher levels of difficulty than in the past.
- Further emphasise the eminence - even institutional - of the event, associating it in an extraordinary manner, in concert with the Automobile Club of Milan partner, with the celebrations to commemorate the 150th anniversary of the Unification of Italy, of which it was temporarily one of the preceding events.
- Evaluate the participation of the various partners and sponsors - public and private - assigning to each of them, where possible, a role or their self-promotion in 'events within the event' and amplifying in this way the body of the event's supporters.
- Evaluate and promote the features of the territories crossed by the event - Lombardy and, in particular, the Province of Milan, of Piedmont and Liguria - consolidating the mission of the Coppa Milano-Sanremo as a territorial marketing instrument.
- Involve Ferrari in an exclusive collateral event, created along the guidelines of the event itself.
Strategy
A regularity race for vintage cars was created as part of the FIA/CSAI programme with characteristics of greater competitiveness than in previous years: the route covered almost 800 km and included 60 timed tests. It was an event of three days and two nights with two intermediate stages, plus overnights in Turin and Genoa. That attracted the involvement of a significant number of both Italian and international managers and captains of industry, providing various opportunities of public relations of a different type.
We envisioned maximum association with the 150th anniversary of Italian Unity in relation to the institutions, media, partners and public opinion in general.
It was confirmed that attention to sustainable mobility as well as territorial marketing renders the entire event Impact Zero.
Finally, the MAC Group developed a territorial marketing programme to meet the needs of the various local organisations involved.
Actions
Race day was preceded by a day of free laps of the Monza Autodrome, which was followed by a parade along the roads of the Milan centre. The race itself was integrated into the 150 Years of Mobility in Italy open air exhibition, with the display in the city's Piazza Duomo (Cathedral Square) of a number of cars that contributed to the history of mobility, ranging from the Bersaglieri's bicycles to the latest generation of electric cars. Descriptive panels illustrated the key transformations of over a century and a half of racing, which have accompanied that history.
The route, which was circular for the first time, meant a late night arrival in Turin, as a tribute to the first capital city from 1861 to 1865 and the symbol of the official proclamation of the Kingdom of Italy. The second leg was between Turin and Genoa with a turning point at Sanremo: the route snaked its way along the panoramic mountain passes of the Colle San Bartolomeo and the Colle d'Oggia, as well as the ancient consular Aurelia road. At the end of the second leg, there was the first high level public relations opportunity, with dinner reserved for the participants and special guests in the elegant and exclusive hall of the Maggior Consiglio in Genoa's Palazzo Ducale. The race concluded with the third and last leg that saw the cars return to Milan and the prestigious Via Monte Napoleone, where 30 of them remained on display until the late afternoon. The prize giving and final institutional and relational opportunity for participants, sponsors and partners took place in the exclusive headquarters of the Società del Giardino in Palazzo Spinola, occasionally conceded for events of this kind: it was attended by numerous businessmen and managers, including Paolo Ligresti, financier Marco Merati Foscarini and Giampaolo Letta, managing director of Medusa Films, actress and writer Anna Kanakis.
The Coppa Milano-Sanremo - 1st Cuervo y Sobrinos trophy - concluded with victory for the Moceri-Labate crew aboard a 1928 Alfa Romeo 6C 1500 Super Sport. In parallel with the Coppa Milano-Sanremo, the Ferrari Grand Tour Milano-Sanremo took place.
The ninth commemoration of the Coppa Milano-Sanremo - 1st Cuervo y Sobrinos Trophy has adopted for the third consecutive year an eco-sustainable mission, having adhered to the Impact Zero® project of LifeGate since 2009. The commitment to this "green mission" has been made by undertaking three concrete actions:
- To reduce CO₂ and carbon dioxide emissions, avoiding superfluous consumption - for example, in plastic materials - and adopting virtuous conduct that involves all its protagonists, organisational staff, competitors and suppliers through: printing communications matter on ecological material, the use of cars of low environmental impact for staff movements, promotion of car pooling, agreement with catering organisations for the preparation of km zero menus.
- Re-forestation of 48,500 square metres in Costa Rica: this is the "green" equivalent of the race's CO₂ emissions of the event.
- Make the public aware directly and through the media and inform them of those which are the eco-sustainable driving behavioural guidelines with ad hoc messages and communications.
The numbers
- 140 municipalities crossed
- A route of about 800 km with 40 timed tests and 20 C.O.
- 122 competitor cars built between 1906 and 1981
- 12 countries represented
- 63 Italian crews
- 59 foreign crews
- 90 members of staff for the route and management of the cars
- 75 C.S.A.I./race marshals/time keepers
- 35 people devoted to accreditation
- 18 vehicles of the traffic police
- 25 people devoted to scene set-ups
- 36 service and support vehicles
