Formula 1 x Ferrari Trento
National & Regional Public Relations Campaign | 2021–2023
Challenge
As Formula 1 rapidly expanded its U.S. audience, Ferrari Trento sought to leverage its role as the official sparkling wine of Formula 1 to increase brand awareness, elevate cultural relevance, and establish a strong presence in key U.S. markets.
Strategy & Execution
In partnership with Nonni Strategic Marketing, MVPR executed a multi-year PR strategy centered on strategic storytelling and experiential activations tied to major Formula 1 race weekends. Targeted media outreach, curated press experiences in the Formula 1 Paddock Club, in-store activations, and broadcast opportunities secured consistent national, regional, and local coverage across lifestyle, wine, and sports media.
Results
2023 | Austin, Miami & Las Vegas
Secured 20 earned media stories
Secured 5 broadcast segments
Total media impressions: 1,044,563,823
2022 | Austin & Miami
Secured 19 earned media stories
Secured 8 broadcast & podcast segments
Total media impressions: 587,390,165
2021 | Austin
Secured 10 earned media stories
Secured 2 broadcast segments
Total media impressions: 80,003,436
Impact
The campaign successfully positioned Ferrari Trento as a culturally relevant luxury brand within the rapidly growing Formula 1 ecosystem, delivering sustained earned media visibility across key U.S. markets. Through strategic activations and targeted media relations, MVPR helped translate a global sponsorship into meaningful U.S. brand awareness and long-term credibility.
