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Ferrari encourages ultimate exploration in new series

December 20, 2021

Ferrari Travel Diaries take the Ferrari Portofino M global. Image credit: Ferrari


Italian automaker Ferrari is inviting consumers to embark on a new journey through a multichannel campaign.

Through a video series and microsite, the Ferrari Portofino M goes global, bringing its sleek performance to some of the most famous cities in the world. Featured locations include Lucerne, Sedona, Gstaad, the Florida Keys and Gangwan-do, with the latest video taking place in Dubai.

"This series is effective, it features brief 15-second video snippets to fall within the attention span of today's scroll-happy social media users," said Julie Blackley, communications manager at iSeeCars, Boston. "It uses beautiful scenery rather than nondescript mountains or racetracks commonly found in performance car advertisements, which serve to better complement the vehicle's elegance."

Ferrari around the world
On the landing page for the Ferrari Portofino M, a short video greets consumers, informing them, “to journey is to experience a new.”

The model offers drivers a new experience for convertible driving, with a V8 turbo engine, a new gasoline particulate filter to adhere to European anti-pollution laws and a retractable top.

In the latest Ferrari Travel Diaries chapter, the sleek red Ferrari glides past buildings in Dubai, including the Museum of the Future and the Burj Khalifa.

This video shows the retractable top down, a driver in Dubai enjoying the beautiful scenery, taking in the Al Faya desert.

Another short film takes consumers on a journey to the city of Lucerne in Switzerland. In this vignette, a man navigates his indigo Ferrari Portofino M across winding roads, with snow-dusted mountains as a backdrop, before the vehicle takes on Lucerne’s city streets.

For the film set in the Chinese city of Yantai, the journey begins by the Bohai Sea with storm clouds rolling in, lightning permeating. Consumers catch a glimpse into the vehicle’s performance and its capabilities in rain or shine.

The microsite also includes more details about the destinations featured in the videos, giving fans the ability to recreate the experiences on their own road trips.

Whether the Portofino M is traveling over snow-covered mountains or bringing warm weather lovers to their beach days, the campaign implies the vehicle is prepared for any journey.

Ferrari is conveying that this model is built for meaningful journeying, whatever that may mean to individual consumers — wherever they may want to go, the Portofino M is prepared to help them travel through all of it.

Exploring with Ferrari
Ferrari continues to invite consumers to expand their explorations and journeys through new partnerships and campaigns.

In June, private aviation company Vista Global and Ferrari announced they were extending their partnership, paving the way for professional and amateur Ferrari drivers to fly to races around the world.

The private jet fleet is open to all Ferrari drivers participating in international GT races and in the Prancing Horse championships. Private aviation firms Vistajet and XO, subsidiaries of Vista Global, are providing a tailored experience for passengers preparing for their next race (see story).

The automaker has also done some exploration and experimentation within the fashion space.

Ferrari went from the racetrack to the runway with the launch of its first in-house fashion collection, indicating a major step in its strategy to expand the brand beyond the automotive sector.

Produced by creative director and former Giorgio Armani designer Rocco Iannone, the collection debuted on a V12 assembly line catwalk at the Ferrari production plant in Maranello on June 13. Items from the collection were released in six drops throughout this year, both online and in select Ferrari stores (see story).

"Ferrari is the epitome of luxury, and these tasteful and beautifully shot ads reflect that," Ms. Blackley said. "Exclusivity is the cornerstone of Ferrari's marketing strategy as shown by its limited production and high prices.

"Ferrari chose vistas from some of the world's most opulent locations, which is likely where these vehicles will be found on the road, to help reinforce its brand identity."