Luxottica and Scuderia Ferrari Watches celebrate motorsport in Montréal

By Charlotte Turner |

Luxottica-Scuderia-Ferrari-and-ARI-Montreal-leadEyewear designer, manufacturer and distributor Luxottica and Scuderia Ferrari Watches – distributed worldwide by Movado Group, Inc – have partnered with Aer Rianta International to host a motorsport-themed cross-category promotion at Montréal Pierre Elliott Trudeau International Airport.


A first for all three parties, the collaboration hosted a retailtainment activation at The Loop Duty Free store, coinciding with the 2019 Canadian Grand Prix. Passengers were invited to ‘live the thrills and excitement of race-day’ through Scuderia Ferrari in the heart of the airport. The activation will finish on 16 July.


Executed in Montreal’s largest promotional space, in the main walkway for international passengers, the activation showcased Ray-Ban for Scuderia Ferrari sunglasses and Scuderia Ferrari watches.


“Passengers experienced a high-octane Scuderia Ferrari driving simulator, while purchases were rewarded with a Scuderia Ferrari cap and a premium fast-track to ride the simulator, jumping the queue from the crowds that gathered,” said Luxottica.


In order to deliver a seamless cross-category experience for shoppers, all sales staff received training on both product ranges. The promotion was also hosted by dedicated promoters during peak passenger traffic periods.



Inspired by racing and the global circuit, the Ray-Ban for Scuderia Ferrari collection comprises five new Ray-Ban styles which include retro-inspired shapes to echo the profiles of racing stars from the 1970s.



“The designs highlight strength, lightness, flexibility and incorporates the award-winning Scuderia Ferrari team’s ‘hypersoft’ tyres in a stylish manner,” said Luxottica. “All frames come with Scuderia Ferrari racing shield on lenses and temples, and exclusive packaging.”


Movado Group’s Scuderia Ferrari watch collection for men and women brings the ‘unparalleled excitement and distinctive style of the time-honoured racing team to fans around the world’, added Luxottica.


“Incorporating superior materials such as scratch-resistant mineral crystals and high-tech composite cases, Scuderia Ferrari timepieces are powered by automatic or quartz engines to deliver uncompromising performance and reliability.”



The Scuderia Ferrari Orologi collection launched in April 2013 and is available worldwide.



Executed in Montreal’s largest promotional space, in the main walkway for international passengers, the activation showcased Ray-Ban for Scuderia Ferrari sunglasses and Scuderia Ferrari watches.

Enrico Destro, Global Travel Retail Director at Luxottica, commented: “Successful cross-category activations require significant investment, close collaboration and alignment on innovation and creativity.


“The Scuderia Ferrari activation at Montreal Airport rose to this challenge and sets an example of a new way of working, perfectly-timed to leverage the excitement of the Formula 1 Tour and the influx of international fans. We are pleased to have written another chapter in the Ray-Ban for Scuderia Ferrari story in travel retail and look forward to more activities along the 2019 Grand Prix circuit.”


Ricardo Cesar Martins, Vice President and General Manager at Movado Group, commented: “Our main priority in activations like this is to constantly excite our consumers with new product offerings and thrilling experiences that are meaningful and relevant to the brand’s DNA.



“This simulator activation brought the racing experience to our consumers, allowing us to expand our audience and bring our engagement to a higher level. The timing of this activation ran around the Father’s Day period and gave us the opportunity to showcase our Father & Son Giftset, commemorating the passion a father and son share for racing.


“As a result, the giftset became our top selling product throughout the activation. In our watch collections we must continue to portray true passion and love for racing with innovative cutting-edge design.”


Jackie McDonagh, General Manager, Aer Rianta International (ARI) North America, commented: “We are delighted to partner with Luxottica, Movado Group Inc. and Ferrari on this first ever joint brand and cross-category promotion, and to bring this experiential and interactive promotion to The Loop Duty Free in the YUL Montreal Airport.


“We have received extremely positive feedback from passengers and this reflection in the airport of what is happening downtown has translated to excellent sales.”


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