Project Info

Client: Pietro Negroni srl – Brand Negronetto
Task: Tour in 30 Shopping Centres
Timing: February – April 2005 / 2006


About Project

RTR devised the Negronetto Tour for Negroni, a travelling entertainment-based promotion in the arcades of the main Italian shopping centres to promote – “off the shelves” – the taste and versatility of the Negronetto salami, one of the flagship products of the Italian food company, a leader in the cured meats sector.

The “Negronetto Tour” lasted two months in both 2005 and 2006. The 2006 edition, which began in February and ended in April, involved 24 of the most important shopping centres in North and Central Italy, stopping off for 3 days at each one during the weekends and with 3 travelling stands running simultaneously, for a total of 72 promotional days.

The promotion took place in an original stand, where a hostess and a steward in personalised uniforms invited visitors to taste the Negronetto salami, illustrating its attributes and giving them an incentive to buy it with pleasing promotional gifts.

The 2005 edition was enlivened by a photo contest “Snap the slice” which rewarded the most loyal consumers with sought-after gifts, publishing their most creative photos on Negroni’s website, which was inaugurated in March.

In 2006, by contrast, the promotion was enhanced by the prize competition “Win a weekend with Negronetto”. The rules for entering the competition were explained both by tour staff and on the website www.negroni.com. The competition was based on a simple mechanism: entrants simply had to send the control coupon on the Negronetto label in a sealed envelope, along with their name and address, to take part in the prize draw for one of three weekends for two at a luxury health spa in Tuscany.

The “Negronetto Tour” was an ideal opportunity to create a direct contact between company and consumers, whose involvement was encouraged by original, direct promotional demonstrations and through the filling in of questionnaires which consolidated Negroni’s database with information about purchasers’ tastes and preferences.

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I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.

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We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.

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I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.

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Executive Director Server&Storage EMEA

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