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It's the first Ferrari theme park in the world, and the first time the Ferrari brand has touched advertising, making it both a challenging and de… Read More
It's the first Ferrari theme park in the world, and the first time the Ferrari brand has touched advertising, making it both a challenging and delicious project to tackle. It features 20 rides and attractions, including the fastest roller coaster in the world, clocking in at 240km/hr. Read Less
Published:
Ferrari World Abu Dhabi
It's your turn

Ever wonder what it feels like to hit 240km in ten seconds flat? Well any Junior Pilota will remind you, the dream is the most powerful force of all. At Ferrari World Abu Dhabi, it's finally your turn to go behind the scenes, to step into the story and touch the thrill that legends are made of.  You just have to step on the gas and see where the spirit takes you.

The launch campaign included TV, cinema, banners, print, OOH, radio, website, collateral, B2B and in-park communications.
www.ferrariworldabudhabi.com

While we didn't build the website itself, we were able to influence the look and feel, and control the content. I normally wouldn't drill down this deep for a portfolio breeze through, but it was nice to be able to completely integrate "It's your turn" and the ATL campaign across all touch points. The film was showcased as content on the homepage and at the in-park Cinema.

Coming in as early as we did, we were able to help keep the park in line with the ethos of the mother brand. One example: for all rides and attraction we highlighted the technical specs (on the park maps, brochures and web and at the attraction itself if it was appropriate.) It's a sophisticated brand with meticulous attention to their technology, so they should be showcasing that in the park as well. It may seem like an insignificant detail, but those add up when you're trying to create a credible experience.

Some Design
This hardly does justice to the breadth of work our design lab did for the launch, but here's a tidbit including a display stand and some excerpts from the launch brochure.