Doriano on-the-road promotional tour visual

Project Info

Client: Bauli

Task: Tour Doriano

Timing: 2009

About Project

The range of crackers sold under the Bauli-owned Doria brand was the subject of a project for the restyling and launch of the new products in the Doriano line. RTR Sports Marketing was commissioned by the Verona-based company to devise and stage the “Doriano Tour”, a travelling promotional tour dedicated to the new range of crackers with a traditional, light, flavoursome character. The tour was stationed in 30 shopping centres and sales outlets in the Piedmont and Lombardy regions through a dual marketing operation in the arcades and in-store.

In the arcades consumers were drawn in by the appetising samples on offer and could find out what was new about the products. To boost sales, the marketing operation in the arcades was supported by an in-store promotion with a hostess in the aisle guiding customers towards the final purchase step.

In all of the arcades and hypermarkets of the shopping centres involved, customers were also offered the chance to take part in the fantastic Doriano contest, with 100 Bianchi city bikes as instant prizes and a trip to Mauritius as the prize in the final draw for all entrants.

The goal of acquainting the public with the new tastes offered by the range of crackers was brilliantly achieved, meeting with great success among consumers.

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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.

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