Barilla pasta promotional activity with RTR Sports

Project Info

Client: Barilla SpA – Brand 10eTrenta

Task: Umbria Jazz Festival 2003

Timing: July 2003

About Project

Barilla introduced the new snack 10eTrenta onto the market; aimed at an adult target it is a light snack to eat during your morning or afternoon break.

As part of the communication connected to the launch of the product, RTR took care of the partnership with the Umbria Jazz Festival, one of the most important musical events in Italy, which in 2003 celebrated its thirtieth anniversay.

The Umbria Jazz Festival involves the entire historic centre of Perugia, with concerts in clubs, public squares, gardens and arenas. During the last festival over 250,000 admissions were recorded, who were able to attend the exhibitions of 350 artists over the course of the 200 plus concerts offered during the ten days of the event.

The sampling was the backbone of the project by RTR, in order to let as many people as possible try the new product. From late afternoon into the night, a team of girls gave out samples of the product at the two 10eTrenta branded stands located in busy places in the city centre, as well as near the Santa Giuliana Arena, where the most popular concerts were held.

Overall almost 200,000 snacks were offered to a public perfectly in keeping with the product target, who were able to enjoy a 10eTrenta to the sound of their favourite artist. A series of three-sided totems set up in various points around the city centre also guaranteed the new brand a very high visibility and created an immediate connection with the sampling.

This project allowed RTR to further consolidate its expertise in the music field, demonstrating once more their flexibility in interpreting the needs of corporate communication, always identifying the best solution.

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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.

Our references: What they say about RTR Sports, RTR Sports

Jim Wright

Group Commercial Director

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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Lucio Cecchinello

Team Principal

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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Gianluca Degliesposti

Executive Director Server&Storage EMEA

Eurosport is truly delighted with its business relationship with Riccardo Tafà, who has become extremely popular, thanks to his detailed knowledge of the sports marketing sector and his highly diligent attitude to work.

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Francois Ribeiro

Commercial Director

Passion and Expertise are the features that I have found in RTR since the very beginning. Serious and reliable professionals but also very helpful, nice and open-mind people, willing to listen and compare different ideas. All the values in which RTR believes make this agency a partner, not just a supplier, a partner with whom we have had the opportunity to achieve significant commercial results in term of success and image.

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Luca Pacitto

Head of Communication

we have been working with RTR for over ten years now, with results that have been satisfactory to say the least; we have always been very happy with the high level of professionalism, the original creativity and the support that the agency and its staff have constantly guaranteed us.

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Livio Suppo

Team Principal

We have been working with RTR for some years and we have always valued their skill, professionalism and attention to detail. The extensive knowledge of MotoGP makes Riccardo Tafà and his team an ideal partner for companies wishing to enter into this world.

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Lin Jarvis

Managing Director

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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Gianluca Degliesposti

Executive Director Server&Storage EMEA

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