Luxottica Group plans a second Ray-Ban Scuderia Ferrari Formula 1 Tour for the 2019 motor racing season, following the success of the initial programme last year.
The eyewear giant said that its 2018 “global roadshow” of airport activations to promote the exclusive Ray-Ban Scuderia Ferrari sunglasses collection had proved highly successful. The roadshow locations mirrored the 2018 F1 schedule.
Luxottica Global Travel Retail Director Enrico Destro commented: “Since launching in global travel retail last year, the Ray-Ban Scuderia Ferrari collection has proved very popular with retailers and consumers alike, thanks to the innovative partnership of two iconic brands: Ferrari and Ray-Ban.
“This was a fantastic global execution to bring the right brands and the right products to the right consumers at the right time and in the right way. Our thanks go out to our travel retail partners for their support along our first GP tour and we hope to deliver an even bigger global project in 2019.”
The 2019 F1 season begins with the Australian Grand Prix in Melbourne on 17 March.
About the 2018 travel retail circuit
In Europe, high-profile animations were installed at London’s Luton and Gatwick airports, Milan Linate and Vienna airports, for the British, Italian and Austrian FI races in the respective countries. The activations incorporated digital screens, bespoke merchandising units and campaign visuals in-store and on shop fronts.
The roadshow moved on to Mexico City’s Benito Juárez international Airport in October to coincide with the Mexican Grand Prix, followed by São Paulo–Guarulhos International Airport.
The Scuderia Ferrari collection, inspired by Formula 1 racing and the global circuit, comprises five new Ray-Ban styles which include retro-inspired shapes to echo the profiles of racing stars from the 1970s.
The designs highlight strength, lightness, flexibility and the Scuderia Ferrari team’s ‘hypersoft’ tyres. All frames come with unique packaging and the Ray-Ban Scuderia Ferrari racing shield on lenses and temples.
