by Enrico Agnessi
Eleven major events from April to October (all the highlights of the racetrack plus ‘Imola in musica’ confirmed in the historic center in September) enclosed in the title of ‘The sound of Imola’. A single communication plan between the ‘dressing’ of the city, social profiles and a dedicated playlist on Spotify to combine the music of summer concerts and the roar of the Formula 1 engines.
The project, presented yesterday at a press conference in Bologna, is entrusted to the Moab agency of San Marino, a company specializing in sport marketing and event organization whose name is inextricably linked to MotoGP. The costs of the operation should be around 40 thousand euros. Con.Ami has in fact put on the table 20 thousand euros for Moab plus a further 20 thousand euros for the Imola-based company Allestimenti & Pubblicità, which will take care of that installation in the city of flags, banners and posters already tested in 2021, with the supervision of the points more strategic in terms of contact and visibility: motorway exits, routes and access areas to the center and the Autodrome, pedestrian areas.
The first intervention, which will start today and will remain throughout 2022, is the installation of a 5×5 meter cube structure at the exit of the A14 motorway. One of the four sides will change over time, bringing back the poster of the closest event. In the others, however, there will be the entire calendar of events and the logos of the partners and promoters of the show.
The ‘The Sound of Imola’ Instagram and Facebook profiles, which will represent the digital showcase of the events calendar, and the dedicated web page have already been active since yesterday. A Spotify playlist was also created with a selection of songs by the great artists who played in Imola. Podcasts and interviews dedicated to the protagonists of the various events will be included.
The campaign will also be supported and promoted through the digital channels and communication tools of all institutional actors, promotion bodies, associations and local operators: Region, Apt, Municipality, Autodrome, Con.Ami, Terre & Motori; the Motor Valley association, Bologna-Modena Tourist Area, Metropolitan City, Bologna Welcome, IF Imola Faenza Tourism Company.
“A fundamental team game”, fielded in a “difficult context”, for “an ambitious project to promote and communicate a series of events – underlines the mayor Marco Panieri – which due to their great importance are able to guarantee visibility to a much wider territory “. For her part, the Councilor for the Autodrome, Elena Penazzi, remembers that “music and engines are part of the history of Imola”. And she looks to the future: “We want to organize this calendar of major international events to make our territory known. And we are already working towards 2023”.
Similar feelings for the general manager of the circuit, Pietro Benvenuti, who praises the collaboration in progress for such a “grandiose” result that “gives us courage and strength for the next few years”. The president of the Bologna-Modena tourist destination, Mattia Santori, also shares the same opinion: “Bringing the racetrack to the value it deserves is a great political merit”. The Imola and Misano racetracks are “crucial infrastructures – concludes the regional councilor for tourism, Andrea Corsini – which give new impetus to new initiatives”.