American Marketer


Ferrari hosts cavalcade to honor heritage

June 18, 2014

Ferrari Cavalcade Ferrari Cavalcade


Italian automaker Ferrari is inviting clients from around the world to participate in its Ferrari Cavalcade June 18-22.

The event will host 90 drivers from 27 countries on a course through Sicily, Italy. The annual drive, in its third edition, celebrates the brand’s Italian roots through art, history and landscapes.

"This is an absolute marketing technique on three levels," said Charles Hughes, founder of Brand Rules, Snowmass, CO. "First, for the lucky people who are there, it is the trip of the lifetime, it is magic.

"For the owners who can’t be there, it gets marketed to them and allows them to dream about it and makes them feel like they are part of a special club by just being a Ferrari owner," he said.

"And lastly, for those who do not own one, it gives them an idea of what owning a Ferrari might be like."

Mr. Hughes is not affiliated with Ferrari but agreed to comment as an industry expert.

Ferrari was unable to respond by press deadline.

Parading through Sicily

On Wednesday, June 18 through Sunday, June 22 the 180 Ferrari clients will tour the island of Sicily with the help of local authorities.

The course is divided into three legs and will wind through the local tourist spots as well as the lesser known highlights of the island.


Ferrari in Sicily

The tour will begin in Syracuse and climb along the roads of Mount Etna. The second day will focus primarily on Greek and Roman history, which includes several laps on the Pergusa Circuit that encircles Pergusa Lake.

On Saturday, the drive will lead through towns filled with Sicilian Baroque architecture.

Ferrari's annual drive is planned and organized by Ferrari, local authorities and regional tourism departments.

The trip aims to familiarize travelers with more than the classic tourist attractions. The goal is to showcase the lesser known areas of Italy, the locations that are equally as stunning, but not as well-known.

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Drive up Mount Etna

The 180 drivers and passengers are Ferrari owners and will be in cars from the entire current range of Ferraris and several classic models.

Also, the cavalcade will bring Ferrari owners closer together with the brands origins.

Commanding heritage
A brand's origins are important to the product being produced. The heritage that develops from a brand shines through the products and can generate a higher consumer loyalty.

Ferrari has previously built solidarity among its owners during the open road endurance tour and race Mille Miglia that honored vintage vehicles.

The tour brought together Ferrari owners of both vintage and modern vehicles for the multi-day event. When owners feel a sense of camaraderie with one another, the loyalty felt toward a brand strengthens, which generates louder brand advocates and more sales (see story).

The feeling attached to a product is often the most important aspect of a purchase. This is evident through car shows.

Although luxury automakers receive immense traffic at auto shows, there are certain tactics that can meaningfully increase engagement.

The proximity of so many competitors can diminish the impact of a single brand. Consequently, automakers should incorporate unexpected activities or technologies into their display areas to generate new conversations (see story).

By hosting an annual celebration of the brand through international owners and drivers, Ferrari creates a way to bring attention to the company, honor its origins and engage its consumers.

"When people think of Ferrari they think Italy, and I can’t imagine anything more fun than driving a Ferrari in Italy," Mr. Hughes said.

"It is capitalizing on who they are in the most attractive way, it is a remarkable program," he said.

Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York