In 2014, we successfully brought the iconic Martini Racing stripes back for the Formula One grid, launching Williams Martini Racing to the world’s media at an event in central London. Using Formula One as a platform, our challenge was to reinvigorate the Martini brand – getting a new generation to fall in love with the brand.
We re-imagined the Terrazza Martini, integrating local cultural tastes, music, art and food to create the ultimate aperitivo destination in race cities across the world from Barcelona to Milan, Liege, Mexico City and São Paulo.
Our challenge was to move Martini from sports back pages and into lifestyle press and the consciousness of a new millennial audience, using Formula One as the catalyst. In order to do so, we engaged local and international influencers and ambassadors, including appointing Israeli model Bar Refaeli as Global Race Ambassador and model-turned-photographer Cate Underwood as Official Race photographer, giving a new and fresh take on life in the paddock.
At each Terrazza event, we ran live social newsrooms and developed partnerships with global content producers such as Vice, LeCool and DrinksTube, to help spread the reach far outside the confines of the city. With high profile outdoor media and a strong on and off trade presence, we took over race cities with the iconic Martini Racing stripes, introducing Martini to a new generation and making it the most talked about brand away from the circuit.
The Terrazza Martini series provided drinks in hand to over 41,000 people and was visited by 50,000+ people globally.
Through our partnership with Bar Refaeli and Cate Underwood as ambassadors of the Terrazza series, we secured over 2,000 pieces of coverage globally, moving Martini from the sports pages into lifestyle.
The total combined audience reach including PR, influences, OOH and digital and social media reached over 507m.
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