Monza F1 Grand Prix
Client: Philip Morris
Agency: Set Up
Overview / Objectives
- Act as host of GP weekend to trade operators, media, politicians and business partners
- Provide the guests with a unique, feel-the-brand experience that only Marlboro, sponsor of Ferrari, can provide
- Maintain a clear distinction of VIP treatment between the different typologies of guests
Strategy / Solution
- Three different areas were set up: VIP booth, "garden" area for business partners and "supporters" area for trade operators. All guests were hosted in hotels and given full treatment for the whole weekend
- Other trade guests were provided with tickets and giveaways (Ferrari cap, t-shirt and flag)
- A trade showroom was set up to present new products as well as a trade incentive program
Results
- Number of guests hosted over the GP weekend:
- VIPs 50
- Business and media 250
- Trade 700
