1. BRIEF: To implement a public relations and event management
campaign for the opening of the UK’s first flagship Ferrari store on
London’s Regent Street.
STRATEGY: The agency developed the event concept that would
accompany the Grand Opening. A parade of Ferraris were driven
through London and Conduit Street was closed off to create a car
park for the day.
2007 F1 world champion and 17-times Grand Prix winner Kimi
Räikkönen cut the red ribbon in front of the world’s media and the
various stakeholders.
The activity generated significant, positive coverage and
promotional opportunities for Ferrari and its partners, raising the
lifestyle profile of the Ferrari brand.
RESULTS: The store opened on 6th May 2009 with huge global
press coverage and continues to be a huge success.