DUCATTIHigh end motorcycle aka the “Super Bike” whose style and price point establish it as an exclusive brand with die hard fans
BACKGROUND• Ducatiwas founded in Italy in 1926, and has established it’s self as a high end desirable lifestyle brand.• Ducati is not just your ride. It’s who you are.All of its attributes are as individual as theirclientele: Signature red Dry clutch distinguished lines
SHIFT TO NOW:Ducati is a luxury brand for the experienced riderThe culture is heavily based on racing and beingthe best in their ﬁeldCompetitors are Yamaha, Suzuki, ApriliaCurrent PR capitalizes on the independent spiritof their riders, Paolo Pirrozi the president of theNaples Ducati Club is currently traveling aroundthe world on his Ducati http://ducati.com/around_the_world_in_80_clubs/around_the_world_in_80_clubs.docurrent events allow Ducatistas to meet theiridols and discuss Ducati over espresso
RIDERS: Ducatista Duc fans who “Live Ducati” aka:Ducatista Attention to detail Independent lifestyle Every second of their lives areimportant to them, they capitalize onevery moment while maintaining theknowledge that attention to detailvalidates life’s moments. Man or woman, as long as yourstandards are high you can ride aDucati Target: Young entrepreneurs 25+ whostrive to set the bar in everything theydo. Failure is not an option.
WHY ADVERTISE• Createa brand campaign that focuses on the Ducati lifestyle and the independent “Lone Wolf ” attitudes of the rider
STRATEGIC IDEA Who needs a bike for two when you can ride faster as one? (Please not that this doesnt mean1 seat verses 2. it refers to the independent spirit of the riders andtheir love of the race)
Please no: lone riders winding road Their girlfriends areNaked chicks already hot, they know what a road looks like and of course they know how to ride :)