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Maserati Cape2Rio Race
CAPE TOWN – JANUARY 2017
Created the World’s largest Trans-Atlantic Yacht Race. Maserati as headline sponsor, delivered a two week long festival entered around a bespoke pavilion, at the world famous V&A Waterfront, in Cape Town, South Africa.
The pavilion included a display area for the complete range of Maserati vehicles, a bespoke shop and a press village.
As this was over the Christmas period, we welcomed over 300,000 visitors to the stands, generated over GBP 10,000,000 in PR and press coverage, and increased social media follows from 24,000 to 332,000.
ROI
- USD 250,000 investment as headline sponsor for event
- 143 journalist drives on bespoke platform
- Digital campaign generated over 1,800,000 shares – added 312,000 followers (growth of 1,383%)
- 3,000 pre-defined leads from digital platform
- 800 event test drives – 300 dealer test drives
- 302 direct sales apportioned to event
- 300,000 stand visitors
- Created direct partnerships with Richemont, Bulgari, Heineken, and Helly Hansen
- AVE & SOV generated highest in total network for extended period
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