Company: Mirage Granito Ceramico
Partner: Williams F1
Years: 1995, 1996, 1997
Mirage, a company founded in 1973, is the leader in the production of ceramic granite (a particular evolution of fine porcelain stoneware) and high-tech flooring – coverings, installed all over the world in shopping centers, airports, offices or private homes.
Williams F1 is the team capable of enhancing the values of technological research and avant-garde that distinguish Mirage, strengthening them through a winning discipline.
In 1996 Mirage wants to grow in Italy and abroad, increasing brand awareness in the five continents and communicating its values in the name of the purest emotion.
RTR develops a marketing plan that allows Mirage to achieve these goals, benefiting from the advantages that only a sports partnership can offer. In fact, the company supplies the materials for the construction of the new Williams headquarters in Grove, Great Britain: an original and unique opportunity to show its versatile and extremely innovative products, thus equipping itself with an exclusive and spectacular show room. The next step is the deployment with Williams F1 on the starting grid. Mirage becomes the official sponsor of the Formula 1 team that that year will win the constructors ‘and drivers’ titles with Hill and Villeneuve, to repeat the results the following year with Villeneuve and Frentzen, demonstrating the seriousness of its commitment.
Mirage can take advantage of all the benefits that can be connected to the use of sport: hospitality for its top clients, B2B actions, development of commercial relationships with other partner companies of the Group, brand visibility on the single-seaters and on the drivers’ suits. The company can also host the official Williams F1 at its stand during the fairs in which it participates, and use the presence and fame of testimonials of the caliber of Villeneuve, Frentzen and Frank Williams in internal communication actions (awarding of best employee, etc.) and at the main trade fair in the sector, Cersaie in Bologna