The brief
Ducati engaged Pico to design and event manage the China launch of their new SuperSport model. The motorcycle’s introduction was a truly vivid experience, aiming to blend Italian lifestyle with Chinese culture. Guests would not only get a first look at the SuperSport’s passionate styling, but enjoy a first-hand experience of its storming performance on a variety of roads.
Creative execution
The event’s venue was a first for the motorcycle marque: Tianzi Mountain, part of the UNESCO World Heritage Site-listed Zhangjiajie National Forest Park, was chosen both for its stunning scenery and its challenging roads.
Accordingly, the team proceeded to map out urban and mountain routes that would emphasise the spirit of freedom afforded by the SuperSport’s performance capabilities, as well as successfully negotiating permission for the test drive with authorities. Test drive invitations were extended to over 50 media representatives, Ducati dealers, and members of the Desmo Owners Club.
Also included in the programme – and planned and managed in detail by the team – were a press conference and gala dinner. In keeping with the spirit of the marque, venues for each were given a ‘Ducati red’ colour theme.
