Garnier and RTR Sports co-branded marketing graphic

Project Info

Client: Garnier – Brand Garnier Grafic

Task: Motorshow 2003

Timing: December 2003

About Project

Garnier Grafic, being a dynamic and highly appealing brand in the hair styling world, wanted to achieve its goals in a memorable and original way.

What then could have been better than a partnership between Grafic and the Motor Show, the most spectacular Italian manifestation of the motor racing world? It was RTR that came up with the winning idea of associating the product with an event whose characteristics seemed to be tailor made to fit the Garnier Grafic brand. 50% of the Motor Show visitors are, as a matter of fact, youngsters between 18 and 24 years of age, 87% of whom are male (2002 data).

The spectators could enjoy the supermotard curving away, rally cars and single-seaters maintaining a firm grip on the road, as well as all the acrobatic performances of the big champions and the freestylers; in the same way millions of people everyday choose to rely on Grafic Garnier for firmly stylized and cool hair.

The funkiest zone in the whole event was named after Garnier, The Garnier Grafic Arena, where amazing performances took place over a ten days period: the best cars and motorbikes from all over the world competed and paraded both on dirt track and tarmac.

A lively and interested audience kept crowding the stands, constantly excited to assist to more than 40 events, exhibitions and competitions; it has been possible for the audience to admire the Ferrari Team and more than 300 pilots competing against each other, amongst whom even the world rally champions Marcus Gronholm, Petter Solberg, Renato Travaglia, Edgar Torronteras and Stefano Minguzzi were present.

This year as in the previous ones, the show in Bologna has risen up to the challenge, proving the power of its vitality by attracting more than 1.200.780 visitors; a 6.5% increase compared to last year’s edition. Many famous names of the sport world also took part in it: Marco Melandri, Max Biaggi, Loris Capirossi, Alex Zanardi, Jarno Trulli and Giancarlo Fisichella. The Motor Show in Bologna is a unique event, capable of being for its visitors a wonderful experience and for the companies taking part in it an incredible promoting opportunity.

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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.

Our Testimonials: here's what they say about RTR Sports, RTR Sports

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.

Our Testimonials: here's what they say about RTR Sports, RTR Sports

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.

Our Testimonials: here's what they say about RTR Sports, RTR Sports

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.

Our Testimonials: here's what they say about RTR Sports, RTR Sports

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.

Our Testimonials: here's what they say about RTR Sports, RTR Sports

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.

Our Testimonials: here's what they say about RTR Sports, RTR Sports

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.

Our Testimonials: here's what they say about RTR Sports, RTR Sports

Gianluca Degliesposti

Executive Director Server&Storage EMEA

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