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Goals and results

To create a new bond between Lavazza and its Customers, educating them in the art of making and enjoying great coffee. All through targeted activities capable of showcasing the values of the Brand itself.

Agencies involved

SINERGIE: Concept production, event and tour management and organization.

What we did

Quality, taste and pleasure. These are the buzzwords that led us to create “Vivi la montagna”, the Lavazza tour that touched the most scenic ski resorts in Italy, in conjunction with some of the most important international sporting events: grand opening on the slopes of Cervinia, and then stopping in Sestriere, Madonna di Campiglio, Cortina and finally Bardonecchia.

Besides discovering or rediscovering the pleasure of enjoying a great coffee, classic or revisited by the Lavazza Training Centre, the people taking part in the tour had the chance to be entertained – by the presence of great partners such as Radio 105Ylenia, voice of Italy’s most-watched morning show who followed live from the slopes all the stages during the day, from the Lavazza Breakfast to the Lavazza Apres-Ski – and to be gratified too.

Throughout the whole tour in fact, the contest to win exclusive prizes was always on: from a starred dinner to a sauna in a mountain lodge, from a day ski pass to a sleedog, and, of course, Lavazza A Modo Mio Jolie coffee makers.