1. DUCATI

2. DUCATTI
High end motorcycle aka the “Super Bike” whose style and price
point establish it as an exclusive brand with die hard fans

3. BACKGROUND
• Ducatiwas founded in Italy in 1926, and
has established it’s self as a high end
desirable lifestyle brand.
• Ducati is not just your ride. It’s who you
are.
All of its attributes are as individual as their
clientele:
Signature red
Dry clutch
distinguished lines

4. SHIFT TO NOW:
Ducati is a luxury brand for the experienced rider
The culture is heavily based on racing and being
the best in their field
Competitors are Yamaha, Suzuki, Aprilia
Current PR capitalizes on the independent spirit
of their riders, Paolo Pirrozi the president of the
Naples Ducati Club is currently traveling around
the world on his Ducati http://ducati.com/
around_the_world_in_80_clubs/
around_the_world_in_80_clubs.do
current events allow Ducatistas to meet their
idols and discuss Ducati over espresso

5. RIDERS: Ducatista
Duc fans who “Live Ducati” aka:
Ducatista
Attention to detail
Independent lifestyle
Every second of their lives are
important to them, they capitalize on
every moment while maintaining the
knowledge that attention to detail
validates life’s moments.
Man or woman, as long as your
standards are high you can ride a
Ducati
Target: Young entrepreneurs 25+ who
strive to set the bar in everything they
do. Failure is not an option.

6. WHY ADVERTISE
• Createa brand campaign that focuses on the Ducati lifestyle
and the independent “Lone Wolf ” attitudes of the rider

7. STRATEGIC IDEA
Who needs a bike for two when you can ride faster as one?
(Please not that this doesn't mean1 seat verses 2. it refers to the independent spirit of the riders and
their love of the race)

8. Please no:
lone riders
winding road
Their girlfriends are
Naked chicks already hot, they know
what a road looks like
and of course they
know how to ride :)