Client Ferrari SpA
Location On the road, from Versilia to Maranello
Typology of the project and activity Automotive - Coordination and Production - Organizing Office and Press Office - Territorial Marketing
Objectives
- To create a striking side event in anticipation of the introduction of the new 458 Spider
- To offer owners of Ferrari Spider models a chance to enjoy unique panoramas in the Italian landscape, while experiencing the highest expression of driving, characteristic of the Maranello cars
- To increase understanding of the Ferrari identity, opening the doors of places that brought prestige to the brand and contributed to its history, such as the Maranello racetrack
- To continue to offer engagements to the Ferrari Community, reuniting the company's clients in multiple events (throughout the year) in which they and their cars are the stars
Strategic guidelines
MAC Group designed and developed two days of accommodation for the participants and sightseeing from Forte dei Marmi to Maranello, devising a project with an exclusive, powerfully thrilling tone.
Action
The Ferrari Spider Gran Tour, dedicated to all Spider models produced by the company of the Prancing Horse from 1948 to today, drove registered cars along the evocative roads from Versilia (Forte dei Marmi) to Maranello, the factory that gives life to every Ferrari on the roads.
The Costumer & Relation Management (CRM) department arranged accommodation for those registered in the event through rooming and administrative office operations in the chosen hotels. All on target with the event, MAC Group identified the ideal route to guarantee an exclusive experience for drivers and navigators, while promoting the jewels of Italy's landscape, food, and wine. The tour alternated between roads that were an exciting challenge to drive and beauties of the Peninsula's countryside.
The first day, dedicated to welcoming and registering guests concluded with a private dinner at the Enoteca Marcucci in Pietrasanta, booked exclusively for the occasion. The start of the tour, setting off from Viareggio, took place on Wednesday morning: the cars spilled out onto the roads of the Abetone Pass, with a break for a unique picnic on the grass in the garden of the Hotel Abetone & Piramidi. Lastly came the descent toward Maranello. The rally concluded in the Fiorano Circuit: after completing a lap on the circuit, the cars of the Ferrari Spider Gran Tour parked outside the Ferrari Museum to the delight of many admiring visitors.
The numbers
- 185 kilometres travelled in 4 hours
- 70 cars
- 140 participants
- 15 personnel involved in the production
- 5 Road Police vehicles, for support and assistance
