Project Info

Client: Allison SpA

Task: Barcolana 2004

Timing: October 2004

About Project

Allison INC, leader company in ideation, production and distribution of high quality eye-wear, joined one of the most famous and crowded international sailing regatta. 2003 edition of Barcolana has reached the absolute record of 1.982 enrolments with 24.000 sailors and 250.000 onlookers.

Allison took part to the 36th Barcolana edition, in 2004, held in Trieste from October 1st to October 10th with its brand Cerruti Orange, which has been the official eye-wear of this renowned sailing kermes.

Allison thus achieved the aim to communicate in alternative way with a sporting and passionate audience, perfectly in line with the brand target. Cerruti Orange sunglasses, with polarized lens, are especially suitable for people who practise sail or aquatic sports. The meeting with Barcolana allowed Allison to underline this fundamental plus.

Cerruti Orange presence was highlighted by a personalized gazebo where it was possible to see Cerruti 1881 Sport Eyewear Collection and test the glasses. Two hostess dressed up with personalized Cerruti clothes assigned discount voucher to spend by the optician dealers. Furthermore Cerruti Orange Eyewear honoured the winner crew of the most important regattas with dedicated prize-giving moments. Allison was also the protagonist of one of Barcolana night parties titling with its name the late night regatta called “ Gran Premio Barcolana Allison” and getting by this a very high visibility guaranteed by the sailing boats bow numbers.

RTR selected Barcolana as a demonstration able to exalt Cerruti Orange Eyewear high tech essentiality, their winning design and their refined details. RTR combined the Cerruti Orange Eyewear features with the sail values: cutting-edge technology, high performances, freedom and purity.