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
Objectives
- Enable competitors /participants to relive the historic traditions of the Mille Miglia, 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.
Strategic guidelines
The Ferrari Tribute to Mille Miglia project - a regularity race for the 130 vintage and modern Ferraris along a substantial part of the historic race's route - represents an important collateral event of public relations to Ferrari, 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.
Action
The Brescia-Rome-Brescia route extends for almost 1,500 kilometres, crossing clockwise the classic roads of the Red Arrow race and touching seven regions: Lombardy, Veneto, Emilia Romagna, Marche, Umbria, Lazio and Tuscany and 178 Municipalities. The event takes place over three days and two nights and includes 36 timed tests, 11 time controls and 23 stamp controls.
The Ferrari Tribute to the Mille Miglia is a regularity race open to 150 Ferraris, cars built between 1958 and 2011: 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 Cortine, 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-Cento, Bologna-Rome and Rome-Brescia. The arrival in the capital was at Castel Sant'Angelo, where the competing cars paraded before members of the public. The morning after, during the final leg Roma-Brescia, a deviation from the original Mille Miglia route took place to call in at the house Enzo Ferrari in Modena, while the grand finale of the challenge took place at the Fiorano Autodrome with a number of special ability tests. Finally the race concluded in Viale Venezia, Brescia, where each car and its crew were presented. The 2011 Ferrari Tribute to the Mille Miglia Cup was won by Gino Verghini-Lamberto Fuso aboard a Ferrari 512 TR (1992): for the prize giving ceremony and the final lunch, the Ferrari Tribute to Mille Miglia participants gathered once more at Villa Cortine in Sirmione.
The numbers
- Over 400 requests to partecipate.
- 150 (number closed due to regulations) competing cars selected, built between 1958 and 2010.
- 21 different models.
- 26 nations represented.
- 40 Italian crews.
- 108 foreign crews.
- 300 volunteers.
- 75people for set-ups, accreditation and consignment of material.
