For the first Sport Utility Vehicle in the history of the Alfa Romeo brand, we accompanied the world press to the discovery of the new Stelvio. Alfa Romeo entrusted our agency with the task of creating, producing and cultivating the image and the support aimed at an all-steps coordination of International Media Drive, an event that witnessed the first road test reserved for the Media, with start from St. Moritz city centre.
An event that, for two weeks, involved three hundred journalists from all over the world, who had the opportunity to lose themselves in the Alfa Romeo brand, in the allure and style of St. Moritz. A Latin soul and a Swiss organization. A journey side by side with Alfa Romeo to reaffirm, once again, their own values, placing the individual and his emotions at the heart of every project.
At their arrival in St. Moritz, the journalists would be greeted at a dedicated Alfa Romeo-branded entrance of Kulm Hotel, in order to enhance the brand’s classic features, which would better blend into the hotel’s architecture.
An especially set-up desk inside a dedicated hall allowed the hostesses to easily distribute the welcome kit to the participants; the kit included a badge, a greeting letter with the attached program and a customized luggage tag with the symbol image of the new Alfa Romeo SUV: the hairpin turns of the Stelvio Pass.