Introducing the Portofino M to the Middle East
Gambit Communications and Ferrari Middle East
The Ferrari Portofino M is a car that represents idyllic open-air GT bliss. In normal circumstances, this would not be a tough sell for PR, however, Ferrari’s launch of the Portofino M in September 2020 for the first time in the region coincided with the rise of the second wave of the Coronavirus and quarantines and travel restrictions were in place all over the globe. Gambit needed to launch the car, ensure its sales success and reinforce its lifestyle positioning.
Our two-tiered strategy included multiple digital tactics for the lockdown phase such as a digital launch, salesman videos, configurator campaign, scenic social media and fashion photoshoots. This was followed once lockdowns were relaxed by an intense experiential phase of over 30 x regional test drives. Ferrari sold out its full year allocation for Portofino M in one month, and now has a ONE YEAR Waiting List for new orders.