Client Ferrari SpA
Location on the road, from Milan to Sanremo and back
Typology of the project and activity Automotive - Car Race Management - Coordination, Organisation and Production - Organizing Office - Partnership and comarketing management - Relationship marketing
Objectives
- Unite the clients of Maranello by creating an opportunity of aggregation that progressed both the tourism and competitive aspects of travelling by car.
- Involve owners of Ferraris, both classic and modern, strengthening their sense of belonging to the identity of the brand.
- Take the Ferrari cars into the squares, creating a spectacle and celebrating the marque as a symbol of Italy during the year of the 150th Unification of Italy celebrations.
Strategy
MAC Group developed for Ferrari an exclusive and strongly emotional project, creating a regularity race solely for Ferrari, run in concurrence with the IX historic commemoration of the Coppa Milano-Sanremo - 1st Cuervo y Sobrinos Trophy.
Therefore, competitors in the Ferrari Grand Tour Milano-Sanremo took part in an event within an event, being gratified by all the attention and the dynamics of their participation, prize giving and communications reserved for the collectors of classic cars participating in the main race. The presence of the Ferrari Grand Tour Milano-Sanremo was also well exploited in all public communications of the main event.
Actions
The Ferrari Grand Tour Milano-Sanremo was a regularity race open to a broad spectrum of modern Ferraris built between 1982 and today: the competing cars preceded the Coppa Milano-Sanremo - 1st Cuervo y Sobrinos Trophy historic commemoration, starting 30 minutes earlier than the first vintage car. The three race days and technical scrutineering concluded with the display of the cars in Milan's Piazza Duomo. The competition began in the late afternoon of day one with the start of the three legs Milan - Turin, Turin - Genoa with a stop at Sanremo, and Genoa - Milan.
The MAC Group offered important public relations opportunities at a high level: from the dinner restricted to the participants and special guests in the elegant and exclusive hall of the Maggior Consiglio in the Palazzo Ducale of Genoa, to the concluding lunch and prize giving at the Società del Giardino, the last opportunity of convivial meeting and PR for the participants, sponsors and partners. At the start and finish of the first two legs there was a presentation of each car entered for the regularity race and their crews.
The Ferrari Grand Tour Milano-Sanremo was won by the crew Gino Verghini and Lamberto Fuso, who competed in a 1992 Ferrari 512 TR.
The numbers
- 140 municipalities crossed
- A route of about 800 km with 40 timed tests and 20 C.O.
- 27 competitor cars built between 1982 and today
- 12 countries represented
- 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
- 36 service and support vehicles
