Luxottica Group is hailing the success of a series of airport activations promoting the Ray-Ban Scuderia Ferrari sunglasses collection, implemented in a global road-show to mirror the 2018 Formula 1 schedule.
After kicking off in Europe with high-profile animations at London’s Luton and Gatwick airports, Milan Linate and Vienna International airports, for the British, Italian and Austrian Grands Prix respectively, 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 activations incorporated digital screens, bespoke merchandising units and campaign visuals in-store and on shop fronts.
The Scuderia Ferrari collection comprises five new Ray-Ban styles which include retro-inspired shapes to echo the profiles of racing stars from the 1970s.
Luxottica plans to execute a second Ray-Ban Scuderia Ferrari Formula 1Tour for in 2019.