Rome, 22 June. – The Compasso d’Oro Adi 2024 was awarded in the ‘Research for Business’ category to the #RideOnColors-Misano World Circuit project, born from an intuition, developed together with designer Aldo Drudi, to synthesize the colors of the Riders’ Land in the over 20,000 m2 of the Marco Simoncelli escape routes, to the point of giving the track an identity and connecting it with the territory. A project – underlined in a note – which has made MWC and Riders’ Land recognizable throughout the world and has offered a tangible contribution to the promotion of the area in the heart of the Motor Valley. The recognition was welcomed with great satisfaction by the promoters of the Grand Prix of the Rimini Riviera and the Republic of San Marino, where the Riders’ Land flag flies. Together with the Emilia-Romagna Region with Visit Romagna and APT Servizi, the team of promoters is made up of the Republic of San Marino, the Province of Rimini with the coastal municipalities and the Misano World Circuit.
“Since 2007 – underline the promoters – we have dedicated ourselves to defining a precise identity for the event to add, to the indisputable sporting value, also the proposal of a territory with a tourist vocation. The doubling of spectators compared to the first edition and the economic impact that multiplies the organization costs are the concrete basis of a project appreciated for its recognisability, for which the color marketing project developed between 2017 and 2020 was decisive under the direction of a creative genius of the caliber of Aldo Drudi. The Compasso d’Oro is an award that makes everyone proud and holds together solid values that we are proud of.”
For Aldo Drudi it is the second Compasso d’Oro of his career, the previous one was in 2001 for a project together with the Dainese Study Center and linked to the creation of the T-Age Suit motorcycling suit. The designer expressed “pride and surprise: the Compasso d’Oro rewards the work that my team and I carry out daily with commitment and professionalism. The surprise comes from the fact that we usually evaluate objects, whether small or large. Instead, we have proposed a ‘theatre’, one in which motorbike and car champions express themselves to the fullest.” “”They gave me a blank sheet of paper. We mixed the colors of the territory and those of speed, the texture is an original declination on over 20 thousand square meters designed, different in each area and not a cyclical sequence as is often seen in other circuits” he underlines recalling how “to communicate the essence Marco Poderi took care of this ‘package’, because only such an emotional video could fully represent a work like this”.
The president of the Motor Valley Claudio Domenicali defines “the awarding of the prestigious Compasso D’Oro to the #RideOnColors-Misano World Circuit project is a great honor for the entire Motor Valley. It demonstrates how design and beauty are central not only for the major automotive and motorcycle brands, but also for all the other entities that are part of this fascinating territory, capable of enhancing both its industrial and tourist heritage”.
The #RideOnColors project began in 2017 with a gigantic graphic work created in the spaces surrounding the Misano World Circuit track. The project was consolidated with another fundamental stage in July 2019, at the Boga Space in Milan, when the project was declined in the recognition of the Riders’ Land to enrich the San Marino and Riviera di Rimini Grand Prix with the colors of a brand identity of the territory and the contents of a land with an infinite passion for engines. #RideOnColors has therefore become an innovative integrated marketing project also useful for communicating what is produced in the San Marino and Rimini area in terms of events – The Riders’ Land Experience – which involve 300 thousand visitors during the week, in addition to the approximately 160 thousand who attend MWC on the weekend of MotoGP event. Also in the next Red Bull Grand Prix of San Marino and Riviera di Rimini (6-8 September 2024) the textures of #RideOnColors will color the images spread around the world. The declination makes everything that radiates from the circuit across the five continents recognizable, including a merchandising line developed with Terranova and distributed in the company’s stores throughout the world. The result is an economic impact certified by a Trademark Italia survey: the San Marino and Riviera di Rimini Grand Prix in 2023 generated an impact of 80.256 million euros, raising the multiplier value compared to the organizational cost to 9.1.
