Mirage brand campaign run by RTR Sports

Project Info

Client: Mirage Granito Ceramico

Task: Williams F1

Timing: 1995, 1996, 1997

About Project

Founded in 1973, Mirage is leader in the production of ceramic granite (a particular evolution of china-rendered fine stoneware) as well as leader in flooring manufacturing; highly technological sheathing, used in shopping-centres, airports, offices and households all around the world.

Thanks to its winning discipline, Williams F1 is the racing team capable of enhancing the values of technological research and innovation associated to Mirage.

1996 was the year during which Mirage decided to expand its market both in Italy and abroad through the increase of brand-awareness in the five continents and, aiming towards “pure emotions”, through the communication of the values the company believes in.

RTR has developed a marketing campaign that has allowed Mirage to achieve its goals whilst at the same time taking advantage of the benefits that only such collaboration could have offered. The company has provided Williams F1 with the materials necessary to the realization of the new Williams Centre in Grove, Great Britain: an original and unique opportunity for Mirage to show the versatile and innovative characteristics of its products by employing them in this exclusive and spectacular show-room. The successive step in the campaign has been the association of Mirage to Williams F1 on the racing grounds. Mirage has become official sponsor to Williams F1, which in 1996 (with Hill and Villneuve) and 1997 (with Villneuve and Frentzen) went on to win the Pilots and Constructors’World-Championship Title; once again a demonstration of the seriousness of Williams F1’s commitment to the sporting world.

Mirage can make the best of all the advantages that the sporting world can offer: hospitality for its top customers, B2B activities, developments of commercial relationships with the other companies associated to Williams F1 and visibility of the brand (present on the cars and on the pilots’uniforms). Furthermore, at every exhibitions Mirage was participating at, the company could proudly display one of the Williams F1 car in its stand; what’s more, during both internal promotions (award ceremony for the best employee) and the most important exhibition of the sector (the Bologna’s Cersaie trade fair) Mirage could benefit of the international fame pilots like Villneuve, Frentzen and Frank Williams enjoy.

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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.

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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.

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

Gianluca Degliesposti

Executive Director Server&Storage EMEA

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