Issue 46 | March 2023
Ray-Ban and Dufry Partner to Celebrate Ferrari´s 75th Anniversary
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EssilorLuxottica – the eyewear company owner of the Ray-Ban brand – and Dufry have teamed up to launch a series of high-profile Ray-Ban for Scuderia Ferrari promotions to celebrate the luxury car brand’s 75th anniversary.
The animations ran at Milano Malpensa, Linate and Bergamo airports in Italy and leveraged the buzz surrounding the Formula 1 Monza Grand Prix on 11 September.
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The interactive animations highlighted the Ray-Ban for Scuderia Ferrari eyewear line with a special focus on the limited edition Scuderia Ferrari 75th anniversary Wayfarer style.
The 360-degree pop-up campaign was another great example of Dufry’s Emotion+ digital strategy (see Dufry World Issue 45), combining several online and offline initiatives. Probably the most remarkable of these initiatives were a Formula 1 racing simulator at Malpensa Airport Terminal 1 and a dedicated online page on Dufry’s Reserve & Collect Site. The online activities built awareness for the campaign, boosted pre-sales and incorporated both paid and organic social media content. It also included display media promotions on various external channels that are linked to travelling. A great way to engage our customers, surprise them and create a sense of fun.
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