Client Editoriale Domus SpA - Quattroruote
Location Vairano (Pavia)
Typology of the project and activity Sets and Shows - Large Entertainment Events - Organizing Office and Press Office and Customer Relations Management - Production - Automotive - Management of Clubs and Communities
Objectives
- To create an event that would erase the differences between modern and classic cars, 'rich' and 'poor' cars, supercars and economy cars, by using the pure passion of automobile enthusiasts as the common denominator
- To realize an important collective moment capable of involving and exciting all fans of the automotive world
- To develop new business relations for industry companies, using the rally as a showcase
Strategic guidelines
Quattroruote and Ruoteclassiche entrusted MAC Group to organize the 'mother of all rallies' within the Vairano circuit: the Rally of Rallies-a 'cross-genre' super-event that erased all differences standing between modern and classic cars, and gathered all fans of the automotive world, without distinction of 'race,' for an encounter dedicated to their shared passion.
MAC Group designed the project to entertain and involve participants in a collective event: service needs were determined, relationships with suppliers and participants were handled, and every creative, operational, logistical, and administrative step running the organization and coordination of activities was directly organized.
The departments of Public Relations (one-on-one relationships with participants), Production (staging, entertainment and staff, safety plans, contacts with law enforcement agencies), and Management (coordination of supplies, event budgeting) were all involved.
Action
For the Rally of Rallies, the largest number of clubs possible was contacted to participate in the event: the result was over 1,100 registered participants, almost 2,000 enthusiasts, and circa 30 brand, model, or 'cross-genre' clubs. Participating cars represented a decidedly diversified range of brands: from Mazda to Audi, from Citroën to Fiat, as well as Honda, Ford, Lancia, Lamborghini, Maserati, Lotus, Land Rover, Jaguar, Peugeot, Opel, Subaru, Renault, Alfa Romeo, BMW, MINI, Kia, and Volkswagen.
Summoned in strict alphabetical order between the hours of 8:30 and 10:30 AM, participants assembled at the gathering point in Corteolona, Pavia. Once having completed registration, they then competed in a mini regularity trial before turning toward the circuit of Vairano.
On the racecourse's straight stretch, a unique show took shape: two kilometres of parked cars, a kaleidoscope of colours and models from every era, stretching from the 1930s to today.
For the crews, MAC Group organized a mini-village featuring the latest products from numerous automobile companies and a wide range of attractions: two driving simulators, a market of auto parts and accessories, a themed bookshop with a large selection of titles, a kids area for welcoming the youngest attendees, a covered catering area for all participants, and entertainment activities with a DJ.
'Games' were also organized, from opportunities to experience the thrills of drifting in real life or of riding in a hot air balloon, to pearls of safe driving wisdom delivered by instructors from the Scuola GuidaSicura Quattroruote, to the opportunity of completing a lap on the mixed course behind a safety car driven by the Quattroruote journalists. The Rally of Rallies was chosen as the site of the Italian debut of the new Opel Meriva, and not only: the safety car version of the AMG SLS was also introduced at the event.
The numbers
- Over 1,100 registered participants
- Circa 2,000 enthusiasts
- Over 30 brand, model, or 'cross-genre' clubs
- A straight stretch of road over 2 km long lined with two full rows of registered cars
