Cinema Maranello, the existing cinema space at Ferrari World, was suffering from low attendance rates. Me and the team were tasked with creating an innovative show to get more bums on seats.
The solution was Viva Ferrari, a dynamic live show running 4 times a day for 3 months presenting the spirit of the Ferrari brand. The characteristics of elegance; speed; power; precision; agility and balance, were expressed through the metaphor of dance, integrating complex 3D, green screen film, projection and a masterful musical composition.
Results:
Viva Ferrari enjoyed 98% positive feedback from audiences, drawing crowds averaging well over 100 guests a show and some selling out entirely, where previously the theatre would draw in the tens, if at all.
The park also saw an increased capacity, and the marketing campaign around the new live entertainment proved successful with an increase in attendance starting on the very day that they advertised the shows opening.
