Ferrari
Brief
To ensure that Ferrari’s presence in the dedicated motoring press is complemented by coverage in luxury lifestyle publications
Strategy
The campaign has been spearheaded by target media driving the Ferrari California, the 458 Spider and the FF through the UK and Europe. Partnerships have been cultivated with leading five-star hotels, wineries and châteaux in order to treat the participants to a full lifestyle experience. GQ and The Daily Telegraph’s Ultratravel are just two of the on-brand publications that have participated, while Esquire went behind the scenes at the Ferrari factory in Maranello to design their own car. To further encourage coverage in other non-traditional outlets, bespoke activities have also been organised, including inviting Today’s Golfer to Maranello to see golfer Ian Poulter receive a personalised Ferrari FF. In addition, the agency has worked with the brand on a number of events, including the UK launch of the Ferrari California T at Somerset House, securing celebrity invitees such as David Harewood, Donna Air and Ozwald Boateng.
Results
Over the last five years, the agency has organised over 75 test drives to destinations such as Geneva, Rome, Amsterdam and Le Mans. Ferrari has subsequently appeared not only in features but on front covers and in viral campaigns and fashion shoots.
“We have worked with Jori for many years, and each project or event has been delivered with outstanding results and unbelievable accuracy. We know luxury needs a touch of Jori White – so we always go to her!”
78
Test Drives
100
Publications
20
Million People Reached
