The communication of a Ferrari ‘lifestyle’ brand and supporting guidelines. Ferrari GB established a CRM programme to engage owners by offering opportunities to drive the legendary circuits of Europe. This initiative had two objectives: to reinforce awareness of the affinity between Scuderia Ferrari Formula One cars and Ferrari production vehicles and to stimulate greater levels of dealer advocacy. Passion, Ferrari’s defining quality, inspired a suite of communications expressing core brand values. This was designed to bring substance to the offer, emphasising that owners would enjoy a bespoke experience. The concept of taking owners deeper into the Ferrari experience (reinforcing loyalty) supported further communication materials dedicated to the launch of the Ferrari F430, which included a track day and exclusive corporate events.