Client Ducati Motor Holding SpA
Location Misano World Circuit di Misano Adriatico (RN)
Typology of the project and activity Automotive - Coordination, Organization and Production - Organizing and Press Office
Objectives
- Create the world's most important motorcycle gathering, involving and exciting thousands of motorcyclists - Ducatisti and non-Ducatisti - passionate and curious, who came from all over the world, ages averaging from 26 to 55 years-old, 76% men.
- Strengthen the Ducati brand and enhance its identity through a major international event, a shop window for the Ducati company and for its partners.
- At the same time, develop customer care activities - consolidating relations with its clients (the Ducatisti) - and of conquest, acquiring new prospects among enthusiasts. Therefore, create a database of new contacts.
- Make the event not just an important rallying moment, but also an instrument of business and of strategic communications. This event is the maximum expression of the Ducati Community in the world.
- Develop new business relations for Ducati with a view to sponsorship and co-marketing.
- Enhance the territory with marketing initiatives in favour of the Ducati brand and those of its most successful partners.
- Within a relationship in which the MAC Group was the general contractor, manage every aspect of preparation and organisation, creating solutions for the automatised accreditation and enrichment of the database in compliance with the law on privacy, as well as integrative activities and suggestions for the promotion of the event.
Execution
The MAC Group elaborated a strategic project (strategic planning) to entertain and involve the event's participants which is strongly emotional and aggregative: the needs of the service have been planned, relations with suppliers fostered (production), with participants (customer relations management) and directly organised all the operative, logistical and creative phases, managing the organisation and coordination of the activities of single partners of the event.
There has been the involvement of the departments RELATIONS (organisational secretary, entry acquisition, one-to-one relations with participants, client follow-up, all the stages of accreditation), PRODUCTION (preparations, entertainment and staff, security plans, contact with the forces of law and order), DEVELOPMENT (content and promotion of the event, promotional operations studies, pre-sale incentivation) and MANAGEMENT (coordination of suppliers, event budget, cash flow planning).
Action
The World Ducati Week (WDW) the international gathering of the Ducati community now in its sixth year, involved and excited tens of thousands of motorcyclists who attended the World Misano Circuit from Thursday 10 to Sunday 13 June 2010 to celebrate the Ducati Red Planet.
Four intense days with numerous activities, events and entertainment opportunities that involved the participants: from the excitement of the track to riding and mechanics courses (with the Ducati University managed by engineers, riders and Borgo Panigale company managers), plus vintage bikes, a stuntmen show, dragsters, on-track exhibitions of the Ducati GP and SBK riders (factory and non-factory), freestyle motocross shows as well as four Ducati bands to play good music on the stage and, dulcis in fundo, the Playboy bunnies.
The culmination of the event was during the day of Saturday 12 June, when a maximum number of Ducatisti attended. To characterise the day was the acceleration race, run for the first time this year, which saw the factory riders (GP and SBK) challenging each other in a drag race on highly potent Ducati Streetfighter bikes: an elimination confrontation directed by champions of the calibre of Nicky Hayden, Casey Stoner, Michel Fabrizio, Noriyuki Haga, Carlos Checa and Shane Byrne, who did battle together with MotoGP test rider Franco Battaini and the great Troy Bayliss.
Immediately after the race, with all the Ducati riders and management on the stage, the Red Planet Show took place with lights and sound, making the evening even more magical and exciting.
Other initiatives included: the Ducati Garage Contest, with the 10 best specials, selected by a jury, on display for the entire duration of WDW2010; test rides on the entire 2010 Ducati range during which test laps on any of the bikes in the current Ducati production range were offered to participants; a draw with dreamlike prizes among all those who had acquired 4-day passes (first prize a magnificent Multistrada 1200); second stage of the Ducati Desmo Challenge, the European single marque championship.
The numbers
- 60,000 people are estimated to have attended the four days, of whom over 40% were foreigners.
- All five continents and 28 countries were represented, including the USA, Europe, Australia, Greece, Russia, India, but also Brazil, China, Malaysia and even Gabon and Nepal.
- Over 20,000 motorcycles were present.
- 56,000 pictures were taken by staff photographers.
- 21,000 sandwiches consumed during the four days.
- 8,600 litres of drinks and over 50,000 litres of mineral water were drunk.
- 1.2 tons of sausages were eaten.
- 38,000,000 kms were covered by Ducatisti (80 times the distance between earth and the moon) to reach Misano from all parts of the world.
- Over 400,000 visits were made to the official Facebook page.
- More than 60,000 people live on the Ducati channel of YouTube (this particular week it became the most viewed automotive channel in the world).
- More than 800 members of staff.
- 50 people worked on accreditation and the consignment of material.
- 200 people devoted to the preparation and shows.
