1. BRIEF: To create a consistent and coherent Corporate, Social Responsibility
strategy for Ferrari North Europe.
STRATEGY: 50 seriously and terminally ill youngsters, nominated by Starlight and
automotive charity BEN, were to be driven around the Silverstone Circuit in Ferrari
California cars by professional drivers, members of the BRDC’s ‘SuperStars’ scheme
and celebrities. Jori White PR’s pre-planning programme included management of
the charities and eight sponsors; coordination of attendees; risk assessment and
CRB checks. Families who had agreed to take part in publicity were interviewed and
detailed case studies prepared. Pre-event interviews with the children and their
families were then conducted.
RESULTS: The event took place in May 2010 and was a huge success. Regional
coverage was all-encompassing, while national media included ITV, Metro, Daily
Telegraph, First News (a report by 7-year-old participant Drew James) and Heart
FM. FNE’s original objectives were not only fulfilled but exceeded. A second event,
held in conjunction with The Variety Club and BEN, took place on 26th July 2011,
with a third planned for September 2012. The Ferrari California Experience is now
the focus of Ferrari’s CSR programme in the UK.