Ferrari, the global luxury company recognized as the world’s most powerful brand, sought a public relations partner to leverage the company’s 60th anniversary in North America in 2014.

As its agency of record, Rubenstein Public Relations created a multi-faceted communications strategy for the brand focusing on several key elements:  Ferrari’s anniversary milestone thought leadership and product focus.

Over the course of a few short months, RPR assisted Ferrari North America in launching the California T, the brand’s newest car designed for innovation, technology, elegance, and versatility, through a fan rally in New York City.

In addition, RPR developed an extensive program for Ferrari North America’s 60th anniversary, targeting outlets across the lifestyle, automotive and luxury spaces, as well as creating a national media tour for the company’s new CEO.

RPR generated coverage for the brand in the North American market in media outlets including Forbes, Fox Business, CNBC, Associated Press, Yahoo! News, Houston Chronicle, Haute Living, Urban Daddy, Automotive News, MotorWard and Motorway America.