Strategy

The campaign has been spearheaded by target media driving the 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