TOH, PRCO’s lifestyle agency, has been retained by Ferrari for the past six years to cover the Middle East and Indian markets.
The scope includes award-winning regional office communications activity with support for each individual dealer. The brief covers global activity, regional activations, launches and the creation of high impact digital content for local audiences.
The strategy reinforces the global communications direction for Ferrari, translating the values of the brand around new product launches and marketing events – both in Italy and in the region. TOH works with local dealerships to ensure best practice in terms of all media and influencer outreach and to maximize results across all traditional and digital media outlets.
Highlights have been numerous, including the development of innovative video and social media content for the brand, conveying the DNA of new Ferrari models, matched with the unique consumer values and attitudes of countries within the region. This content has reached millions and has also been shared on the global social media feeds. The team’s work in specific GCC markets has also been recognized with a win at the MEPRA awards for best media relations in Qatar.