Client Editoriale Domus SpA - Quattroruote
Location Vairano (Pavia)
Typology of the project and activity Large Entertainment Events - Automotive - Production - Organizing Office and Press Office
Objectives
- Create an important occasion of aggregation, involvement and emotion for motorists, eliminating the differences between modern and vintage cars, 'rich' and 'poor', supercars and utilities, but having the purest enthusiasm for the car as the common denominator.
- Render the Gathering of Gatherings an opportunity and a shop window for the companies in the sector, developing new business relations.
Strategic guidelines
For the second consecutive year, Quattroruote and Ruoteclassiche turned to the MAC Group to organise 'the mother of all gatherings' at the Vairano circuit: the Gathering of Gatherings'. A maxi-transverse occasion able to neuter the difference between modern and vintage cars and to assemble all enthusiasts of the automotive world, without distinction between 'races' for a meeting under the banner of that same enthusiasm.
MAC Group developed a project to entertain and involve the participants in an aggregative event: all servicing needs were programmed, relations with suppliers were handled, as were those with the participants and all the operative, logistical and creative phases were organised by the Group, managing the organisation and coordination of the activities.
The relations departments were involved (ratio one to one with participants), production (setting up, entertainment and staff, security plan, contact with the forces of law and order) and management (supplier coordination, event budget).
Action
Numerous motor clubs were contacted for the Mother of all Gatherings in which the significant result of over 1,276 entries were achieved, about 2,000 enthusiasts, 360 clubs marques, models or 'transversals'. Cars represented a wide range of decidedly diverse marques, from Mazda to Audi, Citroën to Fiat plus Honda, Ford, Lancia, Lamborghini, Maserati, Land Rover, Jaguar, Peugeot, Opel, Subaru, Renault, Alfa Romeo, BMW, Mini, Kia and Volkswagen.
Participants registered for accreditation in the large squares of the Forum of Assago on the outskirts of Milan. They received a welcome kit and a folder: then they set off for Vairano following an advised route of about 40 minutes, during which a photographic game took place. They then arrived at the track, parked their cars along the high speed straight and the party began. The afternoon was animated by two events: the exhibition of a challenge in regularity between important vintage car crews and one of musical bands linked to the world of the car. Programme segments were also devoted to the Citroën special event, where there was a special exhibition of the DS3s that compete in the Italian Rally Championship and their drivers, and the 2CV Cross; then there was the Porsche Special Event in which the manufacturer presented its own art 'collection' of Cayman Rs, personalised by young artists and designers along a sensorial-emotional path.
On the track's straight there was a unique spectacle: two kilometres of cars parked in a kaleidoscope of colours and models of all epochs, from the Thirties to today.
For the crews, the MAC Group had coordinated amini-village with the new developments of many car manufacturers and attractions of a most disparate kind.
- Play and drive: a driving simulator and a tyre change game in cooperation with BelAir, perfumes for cars by Arbre Magique.
- Photofun: photographic shots in collaboration with AEZ, makers of sports rims.
- Autopista slot cars: in collaboration with Chevrolet, which also displayed a Camaro and a Corvette.
- An area devoted to children: with games and the presence of animators.
A regularity challenge show was given by important top drivers, specialists in this motoring discipline, who challenged each other in a spectacular competition fought out in hundredths of a second. A brief demonstration (30 seconds each) and based on the immediate elimination of a competitor who was subjected to the most penalties every lap. Drivers of the calibre of Giuliano Canè, 10 times winner of the Commemorative Mille Miglia, were present; they included Bruno and Carlo Ferrari, who won the 2009 Commemorative Mille Miglia; Giordano Mozzi, winner of the 2011 Brescia race. Then there were Gianmaria Aghem winner of the 2010 ASI Regularity Super Trophy; Giuseppe and Giannandrea Redaelli the 2010 Italian vintage car regularity champions; Riccardo Cristina and Massimo Raimondi, who have a long experience of the speciality; Sergio Sisti, who won the 2001 Commemorative Mille Miglia and Franca Boni winner of 10 CMM ladies' cups.
There were also test drives in the cars of various manufacturers.
- Special event Mini: test drive of the whole range on an exclusive route.
- Test driving a Chevrolet Volt, Ford Focus, Jaguar, Opel and Volvo on a second test route.
- Test driving an off-road route in a Chevrolet Captiva, Land Rover Freelander and Discovery, Suzuki Jimney and Grand Vitara.
- Citroën mixed rally.
Goodyear gave a practical demonstration of an innovative distance system pressure check to measure tyre pressures, which was illustrated to participants in a practical manner, checking the pressures of the tyre of participant cars.
Lastly, the set-up included a maxi-lounge with display areas for AEZ (rims), BelAir (perfume for the car by Arbre Magique), Chevrolet, Citroën, Ford, Land Rover, Opel, Mini, Suzuki and Volvo.
The numbers
- Over 1,276 entries
- About 2,000 enthusiasts
- Over 360 marque, model or 'transversal' motor clubs
- Over two kilometres was the length of the straight along which the gathering entry cars were lined up in two rows
- 212,670 the total horse power present on the track
