Italian Grand Prix: the MARTINI Racing™ Stripes Shine on Williams Mercedes FW36 from Monza to Milan

From 4th to 7th September, in Piazza Gae Aulenti, Milan, MARTINI will be celebrating the arrival of the Formula 1™ in Italy. Four days of events will bring all the excitement of the Grand Prix to life, featuring the Williams Mercedes FW36 with the legendary Martini Racing Stripes, with the unique style of MARTINI.

MILAN, ITALY (2nd SEPTEMBER, 2014) – The powertrains are already warming up in preparation for the legendary FORMULA 1 GRAN PREMIO D'ITALIA 2014 , which has always drawn both fans and people in general. This year there’s some extra excitement in store, with the MARTINI Racing™ stripes back on the historic circuit of Monza on the WILLIAMS MERCEDES FW36 car, by WILLIAMS MARTINI RACING.

For the occasion, WILLIAMS MARTINI RACING is bringing its colours and style to Milan, during four days of events in the futuristic piazza Gae Aulenti, in the pulsating heart of a city that prides itself on fine design. The WILLIAMS MARTINI Terrazza opened its doors on 4th September at 5pm. Legal drinking age consumers in attendance will have the chance to partake in an immersive multi-sensory experience guaranteed to get hearts racing by combining the sights and sounds evocative of the on-track action of a Formula One™ race.

This custom-designed experiential space takes consumers on a heart-pounding, adrenaline-pulsing journey as if they themselves were sitting in the cockpit of the WILLIAMS MERCEDES FW36 car, but with a twist. This is not a simulator. Part art and part technology, the WILLIAMS MARTINI RACING Terrazza plays not just with senses, but with emotions as well. Consumers are immersed in the actual audio track of driver Felipe Massa and his engineers communicating at the starting line, the sights and sounds that create the chaos of the first few laps, the moment when the driver finds his zen-like ‘zone’, and finally, the cheers of the crowd at the finish line.

Once they’ve completed the journey, consumers will have a chance to commemorate the experience at the Terrazza’s on-site Twitter booth. Helmets and trophies are just a few of the props they can choose from to adorn their socially-sharable photos.

“Not everyone can experience the thrill of a Formula One race from the paddock or grandstand, but that doesn’t mean those fans are any less passionate about the on- and off-the-grid action,” says Sandy Mayo, Global Category Director – MARTINI. “Through the WILLIAMS MARTINI RACING Terrazza consumers will get a taste of life in the fast lane with a uniquely MARTINI twist.”

Within the WILLIAMS MARTINI RACING Terrazza, an on-site replica FW36 provides the perfect backdrop for memorable race weekend photos. Custom MARTINI cocktails, including the signature MARTINI® Royale, the perfect balance of MARTINI® Prosecco and MARTINI® Bianco served over ice with a squeeze of lime and a sprig of mint, will be available at the bar for purchase, and the venue will play host to exciting consumer events and activations during the race weekend. Visitors to the Terrazza will also have a chance to purchase the latest official WILLIAMS MARTINI RACING team apparel, including shirts, jackets, caps, and sunglasses.

On Thursday 4th September, the WILLIAMS MARTINI RACING team including drivers Felipe Massa and Valtteri Bottas welcomed the enthusiastic crowd in the square, and felt the “Immersive Sensory Experience” for themselves.

But the focus isn’t exclusively on racing. For these four days, MARTINI--an iconic Italian brand synonymous with “sprezzature” will make piazza Gae Aulenti even more glamorous with exclusive Dj Sets by Mysticat Dj, Frankarla, Rollover Beethoven and Valentina Sartorio, and incredible Live Performances.

Especially a unique and spectacular Vertical Stage of Raphael Gualazzi. The artist, in this exceptional exhibition with his band, has successfully exported his sound throughout Europe, Japan and Canada, and he has become a benchmark for quality music naturally capable to mix jazz, blues, gospel, soul, pop and classical music.

Live and follow the four days of WILLIAMS MARTINI RACING in Piazza Gae Aulenti on Twitter on all the social channels:

@Martini_tweets

www.facebook.com/MartiniItalia

We’ll be waiting for you with the engines running… and act responsibly: don’t drink before or while driving!

THE CALENDAR:

Thursday 4 September: from 17.00 to 21.00 - opening

from 18.30 to 19.00: drivers presence

Dj Set Mysticat Dj

Friday 5 September: from 17.00 to 24.00 – Dj set Frankarla & live performance of Raphael Gualazzi and his band

Saturday 6 September: from 17.00 to 24.00 – Dj set Stefano Fontana & Rollover Beethoven

Sunday 7 September: from 12.00 to 21.00 – Dj set Valentina Sartorio

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MARTINI IN FORMULA ONE™

The MARTINI® brand's longstanding relationship with motorsport and rich history of both sponsorship and participation in worldwide sporting events began in 1968 with the creation of MARTINI Racing™. This bold and ambitious move resulted in a pioneering sponsorship program that saw MARTINI® become one of the first-ever non-motorsport entrants to sponsor a racing team.

MARTINI Racing™ continued to evolve throughout the 1970s, and it was during this period that the distinctive blue and red livery of MARTINI Racing™ was created. A pioneering design that emulated the team's speed and style, the MARTINI® livery was a consistent presence throughout the heyday of MARTINI® Racing between 1971 and 1996.

In 1972, MARTINI® made its first foray into Formula One™, partnering with Tecno™ for a one-year deal, and then returned in 1975 as a partner of the Brabham™ team, a partnership that continued for three years. From 2006 - 2008, MARTINI® was an official partner of Scuderia Ferrari™, the most prestigious and successful team in the history of the FIA Formula One World Championship™.

With the brand's return to Formula One™, a new generation will fall in love with the gioia di vivere (the Italian ""joy of living"") that MARTINI® brings to the world.

About MARTINI
One of the most iconic brands in the world, MARTINI® is the leading name in Italian winemaking and a purveyor of the highest quality aromatized and sparkling wines. The award-winning, vibrant and bittersweet taste of the MARTINI® range is the result of secret blends of more than 40 botanicals sourced from the finest locations across the globe. The MARTINI® portfolio includes: MARTINI® Bianco, MARTINI® Rosato, MARTINI® Rosso, MARTINI® Extra Dry, MARTINI® Asti d.o.c.g., MARTINI® Montelera Metodo Classico Talento , MARTINI® Riesling d.o.c., MARTINI® Prosecco d.o.c., MARTINI® Rosè. Created in 1863 in Turin, Italy, MARTINI® is today part of the Bacardi group portfolio and continues to be the market leader of the category.

About Williams
Williams is a leading Formula One™ team and advanced engineering company. Formed in 1977 by Sir Frank Williams and Patrick Head, the team has secured 16 FIA Formula One™ World Championship titles since its foundation. Nine of these titles have been won in the Constructors' Championship, with the remaining seven titles being Drivers' Championships won with Alan Jones, Keke Rosberg, Nelson Piquet, Nigel Mansell, Alain Prost, Damon Hill and Jacques Villeneuve.

Williams Advanced Engineering is the division of Williams that harnesses Formula One™ derived technology, development pace and knowledge to deliver highly innovative products and services to the motorsport, automotive, transport, and energy sectors.

Working in close collaboration, Williams Advanced Engineering helps its customers meet the sustainability challenges of the 21st century and improve their performance, market position and brand image.

www.martini.com
www.martinierossi.com
www.slowdrinking.it
www.williamsmartiniracing.com

To find out more:

MARTINI & ROSSI PRESS OFFICE: Barbara Herlitzka, tel. 011.9419812, bherlitz@bacardi.com

EDELMAN Rossella Camaggio, tel. 02. 63116228, Rossella.Camaggio@edelman.com

Maia Lottersberger, tel.02.63116225