IRONMAN ITALIA
JEEP OFF ROAD EXPERIENCE

Free Event plays an increasingly important role within IRONMAN Italia: after becoming the Italian sponsorship agency in 2018, the event agency contributed to the organization of the triathlon sporting event that took place in Cervia on the 20^th,21st and 22nd September 2019, taking care of the banqueting service (for more than 3.000 people), logistics and set-up. An extremely popular event – 52.000 athletes per year and spin-off tourism products worth 10 million euros – which attracted a huge crowd of people on the beach from the first light of dawn: the ironman athletes left at 7.30 am, with the first heatfor pro men and women, on a perfect September day. At 5.30 am, even before daybreak, Cervia’s seafront was crowded with athletes, organizers, volunteers and curious onlookers.

An agreement which Free Event concluded with JEEP was also a fundamental element to the success of the event, making the famous automotive brand a main partner of the race and at the same time creating an extremely engaging content – and congruent in terms of worthiness – for the thousands of people present.

Free Event specifically designed and built a space dedicated to test drives and database buildingfor JEEP, a portion of the beach adjacent to the start and finish line of the circuit. Hundreds of people entered the tests, who also had the possibility of choosing the car – among various types of JEEP Wrangler – to complete a dedicated route on the sand with ramps, twists, obstacles and tunnels accompanied by a professional driver.

An ideal format to help increase the contact network of the brand, at the same time offering the thousands of people present the chance to try out the different performance features of the new JEEP.

In addition to having expanded its customer portfoliowith one of the most important automotive brands – in the FCA group Free Event has already collaborated for some time with Ferrari and Fiat – the agreement closed with JEEP allowed the event organization agency to create an engaging and highly successful activity, helping to establish a partnership between the two brands that share the same vision: one in which “anything is possible”.