Brief To create a consistent, 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 initial 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 seven-year-old participant Drew James) and Heart FM. FNE’s original objectives were not only fulfilled but exceeded. Six subsequent events have since taken place, attended by the likes of Gordon Ramsay and chart-topping singer and former X Factor judge and mentor Tulisa Contostavlos. The Ferrari California Experience is now the focus of Ferrari’s CSR programme in the UK
