Información del proyecto

Cliente: Pietro Negroni srl – Marca Negronetto Tarea: Recorrido en 30 Centros Comerciales Temporalización: Febrero – Abril 2005 / 2006


Sobre el proyecto

RTR ideó para Negroni el Negronetto Tour, una promoción itinerante basada en el entretenimiento en los salones recreativos de los principales centros comerciales italianos para promocionar “fuera de las estanterías” el sabor y la versatilidad del salami Negronetto, uno de los productos estrella de la empresa italiana de alimentación, líder en el sector de los embutidos.

La “Gira del Negronetto” duró dos meses tanto en 2005 como en 2006. En la edición de 2006, que comenzó en febrero y finalizó en abril, participaron 24 de los centros comerciales más importantes del norte y centro de Italia, con paradas de 3 días en cada uno de ellos durante los fines de semana y con 3 stands itinerantes funcionando simultáneamente, para un total de 72 días de promoción.

La promoción tuvo lugar en un original stand, donde una azafata y un azafato con uniformes personalizados invitaban a los visitantes a degustar el salami Negronetto, ilustrándoles sus atributos e incentivándoles a comprarlo con agradables regalos promocionales.

La edición de 2005 estuvo amenizada por un concurso fotográfico “Snap the slice” que premiaba a los consumidores más fieles con codiciados regalos, publicando sus fotos más creativas en el sitio web de Negroni, inaugurado en marzo.

En 2006, en cambio, la promoción se vio reforzada por el concurso “Gane un fin de semana con Negronetto”. Las normas para participar en el concurso fueron explicadas tanto por el personal de la gira como en el sitio web www.negroni.com. El concurso se basaba en un mecanismo sencillo: los participantes sólo tenían que enviar el cupón de control de la etiqueta del Negronetto en un sobre cerrado, junto con su nombre y dirección, para participar en el sorteo de uno de los tres fines de semana para dos personas en un balneario de lujo de la Toscana.

El “Negronetto Tour” fue una oportunidad ideal para crear un contacto directo entre la empresa y los consumidores, cuya participación se fomentó mediante demostraciones promocionales originales y directas y a través de la cumplimentación de cuestionarios que consolidaron la base de datos de Negroni con información sobre los gustos y preferencias de los compradores.

Case histories

Patrocinio deportivo, activación, estudios de casos y planes de patrocinio deportivo por RTR Sports Marketing, agencia líder en marketing deportivo.

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Patrocinio de MotoGP: GOD55 Sports x LCR Honda MotoGP

Conectar a los aficionados del sudeste asiático con MotoGP a través de una asociación estratégica plurianual RTR Sports Marketing apoyó y asesoró con éxito a GOD55 Sports y al [...]

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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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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.

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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.

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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.

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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.

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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.

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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.

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Gianluca Degliesposti

Executive Director Server&Storage EMEA

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