Ferrari calls in help for UK store opening

Sports car manufacturer Ferrari has brought in PR support as it prepares to open the first Ferrari store in the UK.

Supercar: Ferrari promotes the opening of its first UK store
Supercar: Ferrari promotes the opening of its first UK store

Jori White PR won a three-way shoot-out to land the six-figure account with Ferrari ahead of its first foray into the UK retail market.

The high-end Ferrari store is expected to open in November. It will be based in London's Regent Street and will stock branded merchandise. The London store opening is part of a global plan by the brand to open more than 40 retail outlets across Europe, North America, Asia and the Middle East. The company already has 22 stores worldwide.

Jori White PR will attempt to secure media coverage for the launch by targeting Ferrari owners, fans and other demographics that want to be associated with the brand.

It will target a range of media for the different products including high-end newspaper supplements for childrenswear, and IT media for the Ferrari-branded computers.

Ferrari's corporate comms manager Mariella Mengozzi declined to comment on the agency hire.

Agency founder Jori White first met the Ferrari team when it handled a Ferrari auction for its current client RM Auctions in May.

It has been reported that the store will be modelled closely on the US stores that opened this summer, with an area displaying the brand's racing history and another area for the luxury items.

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