Financial Times: THE RUN TO MONACO

Credits & Description:

Advertiser: FT/THE RUN TO
Agency: WCRS
Category: Print and Poster Ads
Illustrator/Designer/Art Director: David Dearlove (WCRS)
Executive Creative Director: Leon Jaume (WCRS)
Head Of Project Management: Paul Johnson (WCRS)
Copywriter: Richard Nott (WCRS)
Creative Director: Billy Faithful (WCRS)
Creative Director: Ross Neil (WCRS)

Outcome
The campaign successfully launched 'The Run To...' as an elite travel brand - enabling it to fill its allocation of entry spots and plan further runs to other blue ribband global events.

Client Brief Or Objective
To promote the inaugural 'Run to Monaco' - a five-day rally in which supercar owners would travel through France en route to the 2012 Monaco Grand Prix.

Brief Explanation
This was the first 'Run To...' so, despite the fact that the client had partnerships with both The Financial Times and the Red Bull Grand Prix team, the event had zero profile among its audience.This was particularly challenging for 'The Run To...' as entry for the event cost more than £30,000 per car. Clients, therefore, would be putting a lot of faith in an embryonic brand.Our objective was to establish 'The Run To Monaco' as a luxury brand and an event of real substance, while retaining an air of mystery as to its actual format.

Implementation
The adverts were inspired by vintage travel posters of the past. We wanted the rally itself to be evocative of the golden age of travel - where the journey itself was just as important as the arrival.In doing this, though, it was important not to underplay one of 'The Run To's' major selling points: exclusive access to the 2012 Monaco Grand Prix. The inclusion of a modern F1/Supercar in each execution, combined with the sweeping red tail light motif which sits across all the ads, aims to give the campaign just the right balance between the classical and the modern.