Client Ferrari SpA
Location Itinerant, from Brescia to Rome and back
Typology of the project and activity Automotive - Car Race Management - Coordination, Organisation and Production - Organizing Office - Partnership and comarketing management - Territorial Marketing - Integrated communications
Objectives
- Enable competitors to relive the historic traditions of a race which, for years, (24 events from 1927-1957 with the interruption for a number of years due to World War II) has written epic pages in the history of motor racing, the sport and trends in Italy.
- Retain the loyalty of Maranello's clients by involving both Ferrari classic and modern models by realising the dreams of numerous Ferrari collectors throughout the world.
- Strengthen the value and identity of the brand through an event which is unique anywhere in the world.
- Make known Ferrari's identity by opening the doors to those areas that have given lustre to the marque and have contributed to its history, as in the case of the Fiorano circuit, the track built on the precise volition of Enzo Ferrari in 1972 and is opened as an exception on the occasion of a number of special tests by competitors in the Ferrari Tribute to the Mille Miglia.
- Promotion of the Ferrari marque, using an unusual means of communication to create an emotional value for the public at large.
- As well as in the aggregate moment, to transform the event into a business instrument and one of strategic communications due to collateral events created ad hoc before and after the race as well as during the year, which amplify the opportunities of b2b and public relations meetings.
Strategic guidelines
The MAC Group has elaborated a strategic project (strategic planning) to entertain and involve competitors in an event of exclusive and strongly emotional tone: the needs have been programmed of service, relations with suppliers taken care of (production) as have those of the competitors (customer relations management) and all the operative, administrative, logistical and creative phases directly (project management).
The creation of a collateral event of public relations aimed at top clients to enhance the role that Ferrari has played in the success of the historic Mille Miglia races with its eight victories. That is how the Ferrari Tribute to the Mille Miglia project was born, a regularity race for the 130 vintage and modern Ferraris along a substantial part of the historic race's route.
A regularity race for cars as a tribute to the historic competition of the Mille Miglia. The Brescia-Rome-Brescia route extends for over 1,000 kilometres, crossing clockwise the classic roads of the Red Arrow race and touching seven regions: Lombardy, Veneto, Emilia Romagna, Marche, Umbria, Lazio and Tuscany. The event will take place over three days and two nights: the route runs through more than 140 municipalities and will include 21 timed tests, 12 time controls and 15 stamp controls.
Actions
The Ferrari Tribute to the Mille Miglia was presented with a regularity race open to 130 Ferraris, cars built between 1958 and 2010: the competing cars preceded the historic commemoration, starting 45 minutes ahead of the first vintage car in the Mille Miglia itself. The three race days were preceded by sports scrutineering and concluded with an inauguration dinner for participants in the striking framework of the Villa La Tassinara, a historic manor house with a centuries old garden on the shores of Lake Garda. The competition itself started the following evening after the cars, on display for the best part of the day in the centre of Brescia, paraded along Viale Venezia: from there they were started on the three stages Brescia-Bologna, Bologna-Rome and Rome-Brescia. A deviation from the original Mille Miglia route took place on the Bologna-Rome stage to call in at the Enzo and Dino Ferrari International Autodrome of Imola, where competitors took part in special ability tests. The arrival in the capital was at Castel Sant'Angelo, where the competing cars paraded before members of the public, receiving a special welcome: the president of Ferrari, Luca Cordero di Montezemolo, greeted each one of the 130 crews in the race on their arrival. The following morning, the challenge was brought to a close with the final Rome-Brescia stage: the cars called in at the Fiorano Autodrome for a number of special ability tests, the race concluding in Viale Venezia, Brescia, where each car and its crew were presented. The Ferrari Tribute to the 2010 Mille Miglia Cup was won by Giardina-Di Serio aboard a 360 Modena (2000): the prize giving was held in the Museo S. Giulia of Brescia.
The numbers:
- 140 municipalities crossed
- 1,193 km of route with 21 timed tests, 12 time controls and 15 stamp controls
- 170 timekeepers
- Over 400 requests to participate
- 130 (number closed due to regulations) competing cars selected, built between 1958 and 2010
- 21 different models
- 25 nations represented
- 33 Italian crews
- 97 foreign crews
- 300 volunteers
- 70 people for set-ups, accreditation and consignment of material
