Case history

Turin Automobile Museum.

BEST EVENT AWARDS 2011 – NOTORIETY/PRESS FEEDBACK – SPECIAL PRIZE TERRITORIAL SETTING – THE NEW MUSEO NAZIONALE DELL’AUTOMOBILE OF TORINO

The Scenario

This historic automobile museum in a city that’s a symbol of Italy’s automotive prowess was opened in 2011, following a four-year refurbishment designed and conceived by the architect Cino Zucchi and the exhibition designer François Confino. The museum was transformed as a result, becoming one of the great cultural, social and lifestyle ambassadors of Turin and Italy on the international stage.

The Challenge

A public relations and communications project centred on the innovative content of the museum and on showcasing it as an integral and enriching element in an international destination marketing plan. The reopening of the museum was the centrepiece of a large event launching the celebrations to mark the 150th anniversary of the unification of Italy.