Alfa Romeo – Ride and Drive

Alfa Romeo – Ride and Drive
Alfa Romeo – Ride and Drive2018-10-29T08:48:10+00:00

Project Description

For the 4th consecutive year, Centigrade supported Alfa Romeo’s annual Monterey Car Week ride-and-drive experience at Folktale Winery, nestled in the beautiful scenery of Carmel Valley, California. Monterey Car Week is a special automotive week filled with rallies, concours and car auctions that draws a national and sometimes even an international audience.

Prior to the event, Centigrade designed and managed a website to register individuals who wanted to partake in the experience. Onsite, Alfa Romeo provided a lineup of exhilarating Giulia and Stelvio Quadrifoglio models for its ride-and-drive experience, which drew more than 450 automotive and brand enthusiasts over the course of three days. Attendees drove along Carmel Valley Road and experienced first-hand the legendary performance and style that has made Alfa Romeo an automotive icon for over 100 years.

Attendees were also able to enjoy an immersive display that featured the C37 2018 Alfa Romeo Sauber F1 Team Race Car along with a selection of award-winning hand-crafted wines and perfectly paired food curated by Centigrade to pay homage to Alfa Romeo’s Italian heritage.

Project Details

Client:

For the 4th consecutive year, Centigrade supported Alfa Romeo’s annual Monterey Car Week ride-and-drive experience at Folktale Winery, nestled in the beautiful scenery of Carmel Valley, California. Monterey Car Week is a special automotive week filled with rallies, concours and car auctions that draws a national and sometimes even an international audience.

Prior to the event, Centigrade designed and managed a website to register individuals who wanted to partake in the experience. Onsite, Alfa Romeo provided a lineup of exhilarating Giulia and Stelvio Quadrifoglio models for its ride-and-drive experience, which drew more than 450 automotive and brand enthusiasts over the course of three days. Attendees drove along Carmel Valley Road and experienced first-hand the legendary performance and style that has made Alfa Romeo an automotive icon for over 100 years.

Attendees were also able to enjoy an immersive display that featured the C37 2018 Alfa Romeo Sauber F1 Team Race Car along with a selection of award-winning hand-crafted wines and perfectly paired food curated by Centigrade to pay homage to Alfa Romeo’s Italian heritage.

Project Details

Client:

Alfa Romeo Ride-and-Drive Quadrifoglio

The brand’s media partners hosted unique and exclusive experiences for their VIP guests. The Atlantic welcomed 27 attendees to a 3-course lunch held in Folktale Winery’s wine cellar. The Atlantic publisher, Hayley Romer, led a round-table discussion focusing on the ‘Guide to the Future.’ The Wall Street Journal treated 32 WSJ+ members to an al fresco four-course lunch in the rose garden. Hosted by WSJ Magazine publisher, Anthony Cenname, the lunch included an intimate Q&A session. Lastly, the Motor Trend Group held a private party for 150+ VIP guests, hosted by Ant Anstead of Wheeler Dealers. The evening included a custom-created menu items prepared by celebrity chef, Todd Fisher and live musical entertainment by Razzvio. Guests each went home with signed art by Bill Patterson that featured the Alfa Romeo Sauber F1 Team Race Car.

I love my BMW M3, but after getting behind the wheel of the Giulia Quadrifoglio today, consider me officially an M convert.

On the final morning of the three-day event, Alfa Romeo hosted a special ‘Yoga in the Vineyards’ class where attendees received a complementary branded yoga mat and enjoyed 90 minutes of yoga with the vineyards as a beautiful backdrop. A local doula set the ambiance by creating a sound bath with singing bowls. As a nod to the Alfa Romeo brand, the yoga instructor focused on themes such as sensation, performance and passion. Following the yoga class, many attendees participated in test drives and explored the Alfa Romeo displays within the winery.

We’re contacting our dealer as soon as we get home. We’ve decided on the (Misano) blue Giulia, it’s absolutely stunning in person.

The three-day ride-and-drive activation during Monterey Car Week was extremely successful and brought in a higher participant count than targeted. Both the client and attendees were complimentary of the event and Centigrade’s overall execution. Ride-and-drive participants were very satisfied with their overall experience, some of which commented that they were prepared to go to their local Alfa Romeo dealership.

Ride and Drive Participant Feedback

  • “Of all the test drive experiences taking place during Monterey Car Week, Alfa has the most beautiful location and display, not to mention some of the best cars to drive.”
  • “I am so happy you are doing this event again this year. Last year I drove the Giulia and purchased a Ti Lusso a few weeks later. After driving the Stelvio today, I think it’s time for me to add a new SUV to my garage. Nothing compares to these vehicles.”
  • “The Stelvio Quadrifoglio surprised me with how much responsive power it has. This is definitely the best SUV drive experience I’ve had in a long time.”
  • “We own two Lamborghinis, a Viper, a Maserati and are looking for a new daily driver… after this test drive, I think the Giulia Quadrifoglio is definitely it.”

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