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panerai service: MARKETING / EVENT MANAGEMENT Project Caribbean and North American expansion of the Panerai Classic Yachts Challenge ; the major communication project of the company. Panerai Officine Panerai, a part of the Richemont Group, is an exclusive Italian watchmaker with a long lasting heritage with the Italian Navy and the sea. Panerai has established a reputable name for itself in the most prestigious and important classic yacht regatta events in Europe. Issues and Challenges Because there wasn t an organized circuit of classic yacht regattas in the US and the Caribbean, SM needed to develop strategies, determine and gain title sponsorship roles with the most prestigious regattas that could be included in the Panerai Classic Yachts Challenge.
Our Involvement Starting from just an idea, SM has developed, planned and implemented the North American & Caribbean dates of the PCYC. SM secured the title sponsorship of the Classic Yacht Regatta in Antigua, West Indies; the Robert H.Tiedemann Classic Yacht Weekend in Newport R.I., the Opera House Cup in Nantucket, MA and the MoY Classic Yacht Regatta in Newport, R.I. The classic yacht sponsorships are renowned for their great magnitude, attention to detail, and elegance. Within the yearly sponsorship calendar SM manages the program implementation and all sponsorship activations, including a high-end hospitality service for 700 people per day. As part of the initiative, SM created the Panerai Event Diary, an important instrument that links the history, heritage and core values of Panerai to yachting and targets sailors, trade, media and final consumer. Results In its fifth year of operation, SM has helped Panerai to establish the PCYC as the world s premiere series for classic yacht regattas. This program is fundamental for the company to prolong its work of positioning itself as the leading brand in the Haute Horlogerie sports sector with lasting values.
panerai SPONSORSHIP ACTIVATIONS Hospitality Lounge Entertainment Events Gala Dinners
One-On-One Activities Merchandising Program VIP Activities
panerai BRANDING Product Placement On Land Branding On Water Branding
marks the fifth annual Panerai CORY SILKEN PANERAI PANERAI The Panerai Classic Yachts Challenge is organized by C.I.M., the International Committee of the Mediterranean. SUPPORT MATERIALS TIMELESS CLASSICS of the Francesco del Carlo Boatyard in Viareggio, Italy. With her new lease on life, Eilean will be a working yacht and spend much of the year at sea representing Officine Panerai in the Mediterranean, the Caribbean and eventually in the Northeast United States. Between events, Eilean will be working with a handful of organizations wishing to experience firsthand the unique and challenging pleasures of sailing on board a classic yacht. Eilean is a true classic and will not only be appreciated by enthusiasts, but she promises to educate and promote the values of classic yachting to a wider audience. 2009 Classic Yachts Challenge, the largest and most renowned classic yacht race in the world. In 2005, Officine Panerai began sponsoring the yacht racing circuit in the Mediterranean; therefore, in 2006, in recognition of the celebrated history of classic yachting in North America, regattas in the Caribbean and Northeast United States were added to the circuit. The Panerai Classic Yachts Challenge is now known for joining classic yacht owners and crews from all corners of the globe. The Antigua Classic Yacht Regatta will kick off the Challenge in mid-april. The 22nd annual festival encompasses four days of racing and memorable festivities. Tropical Antigua s crystal-clear aqua seas and cloudless skies never fail to provide idyllic Caribbean sailing conditions. The Mediterranean season opens in early June, with the 14th edition of Les Voiles d Antibes. Later in June, in Newport, Rhode ginning with the 12-Metre regatta, Nantucket Island, the fourth annual Robert H. Tiedemann Race Week concludes with the 37th annual Classic Yachting Weekend will mark the beginning of summer for the scores of classic Opera House Cup Regatta. yacht enthusiasts launching their boats in time As the New England summer yachting season for the early summer event. In honor is winding down, the Museum of Yachting hosts the final event in New- of the late Captain Tiedemann, the event entails two days of port, Rhode Island - the 30th annual Museum of Yachting Classic racing with evening festivities on the lawn of the Yacht Regatta and Parade. The picturesque Museum of grand fleet battles it out in Newport Yachting. Harbor, forming an absolutely stunning display of classsic yachts. August is the peak of the yachting season in America s Northeast, and the tion to the sea, the extensive restora- Further solidifying Panerai s connec- Nantucket Opera House tion project of Eilean, a 73ft 1936 Fife Cup is, for many, the pinnacle of American wooden boat with Panerai s mission to preserve sea- ketch, is nearing completion. Aligned regattas. Nantucket Island is faring history and impart the timeless value the place to be in the summer, of quality craftsmanship, the historically-celebrated, yet dilapidated ketch was acquired in the locals are renowned for their age-old dedication to the sport of classic sailing. Be- 2007 and has since been in the capable hands With the many parallels between classic yachting and the making of Panerai timepieces, skilled yachtsman and classic yachting enthusiasts hold a devotion to Panerai that is unmatched in the industry. The world of traditional sailing, with its wooden vessels and timeless designs supported by the passion of yachting enthusiasts, is united with the values of haute horlogerie, well embodied in Officine Panerai, the leader and symbol of love for the traditions of the sea. LIMITED EDITION LUMINOR 1950 REGATTA RATTRAPANTE 44MM, DLC Following with tradition, this year s special edition Luminor 1950 Regatta Rattrapante is dedicated to The Classic Yachts Challenge and has been produced in a limited quantity of 500 pieces. With its highly specialized split-second chronograph and chronometer certificate that counts down the five minutes to the start of the regatta, it is a genuine sailor s instrument. Differing from the 2008 edition, the case, as well as the three buttons, the winding crown and the lever bridge, feature an unusual new design the steel is blackened with a treatment called DLC (diamondlike-carbon) which allows the metal to be harder and more resistant to corrosion as well as less prone to the scratching and streaking that are commonplace with other metal-burnishing procedures. The Luminor 1950 Regatta Rattrapante has automatic OP XVIII calibre, an automatic movement created exclusively by Panerai. This new edition of the Luminor 1950 Regatta Rattrapante has a leather strap with a burnished buckle bearing the Panerai logo. It comes complete with a spare strap that can be fitted with the tool provided and is engraved with the event logo, edition year and the model s identifying numbers and production number. The watch will be awarded to the overall winner of each regatta. PANERAI CLASSIC YACHTS CHALLENGE 2009 Antigua Classic Yacht Regatta April 16th - 21st, 2009 - Antigua, West Indies Les Voiles d Antibes June 3rd - 7th, 2009 - Antibes, France Robert Tiedemann Classic Weekend June 27th - 28th, 2009 - Newport, Rhode Island Nantucket Race Week & 12-Metre Regatta August 7th - 16th, 2009 - Nantucket, MA Nantucket Opera House Cup August 16th, 2009 - Nantucket, MA Museum of Yachting Classic Yacht Regatta September 5th - 6th, 2009 - Newport, Rhode Island Vele d Epoca a Porto Rotondo September 10th - 13th, 2009 - Porto Rotondo, Italy Régates Royales September 21st - 26th, 2009 - Cannes, France STUDIOMILANO.COM INSPIRED BY THE PAST, BUILT FOR THE FUTURE. LUMINOR 1950 REGATTA RATTRAPANTE Automatic mechanical movement OP XVIII calibre, COSC certified. Split-seconds chronograph with two counters. Steel case with special hard black coating 44 mm Ø. Steel buckle with special hard black coating. www.panerai.com Available exclusively at Panerai boutiques and select authorized watch specialists. Event Diaries Advertorials Print Ads
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