Monza F1 Grand Prix

Agency: Up!
Client: Philip Morris
Tagged in: Corporate events

Overview / Objectives

  • Act as host of GP weekend to trade operators, media, politicians and business partners
  • Provide the guests with a unique, feel-the-brand experience that only Marlboro, sponsor of Ferrari, can provide
  • Maintain a clear distinction of VIP treatment between the different typologies of guests

Strategy / Solution

  • Three different areas were set up: VIP booth, “garden” area for business partners and “supporters” area for trade operators. All guests were hosted in hotels and given full treatment for the whole weekend
  • Other trade guests were provided with tickets and giveaways (Ferrari cap, t-shirt and flag)
  • A trade showroom was set up to present new products as well as a trade incentive program


  • Number of guests hosted over the GP weekend:
    - VIPs 50
    - Business and media 250
    - Trade 700