Ferrary 60 Relay

Ferrari 60 Relay: Celebrating sixty years, Ferrari style

January 30, 2007 / Article provided by: Motor Trend Magazine

How does a certain Italian automaker with a rich history, a trophy case bursting with silverware and vehicles recognized and prized around the world celebrate its 60th anniversary? By holding an epic around-the-world celebratory relay/publicity stunt, of course.

Relay participants leave Abu Dhabi en route to Dubai.

Called the Ferrari 60 Relay, the event is part celebration of Ferrari's storied past, part extravagant owner event. Every relay needs a baton, so Ferrari commissioned a very special commemorative one. The top features an ornate platinum and diamond Ferrari Prancing Horse, while the shaft is adorned with sixty enamel badges, each representing an important event in Ferrari's history. The baton will make a five month journey across six continents and fifty countries, carried by a small army of Ferrari owners from the world over. More than 10,000 drivers and cars will have participated by the time the rally concludes on June 23.

The journey began in Abu Dhabi - the site of the future Ferrari theme park and racing circuit - after a speech by Enzo Ferrari's son and Ferrari VP Piero Ferrari. Ferrari also announced that it will make a special 60th anniversary car based on the 612 Scaglietti.

Ferrari 60 Relay Map

The first leg of the relay took the baton to Dubai. From there the relay will continue across the Arabian Peninsula and then onto East Asia, Australia, New Zealand, South Africa, up through the Americas and around the majority of Europe before finally arriving at Ferrari's Maranello, Italy home base.

Each country along the route will present a gift to Ferrari symbolizing local traditions and culture. These will be put on display at the Palazzo della Farnesina in Rome before being auctioned off on June 16 at a charity event to benefit needy children.

The first crew of the relay with their 599 GTB Fiorano.

Ferrari is no stranger to large scale publicity stunts - the automaker held the 15,000 Red Miles tour in 2005 and the Panamerican 20,000 tour last year. Both events were a success for Ferrari, and the 60 Relay will likely make an even bigger splash due to its global nature and the participation of its owner base.

Ferrari Theme Park

Also announced at the start of the relay was the news that Ferrari will open a $600 million Ferrari Theme Park on Abu Dhabi's Yas Island in 2009. The 61.7 acre park will feature 24 attractions, including a 230 foot G-Force Tower, a twin roller coaster, go-kart, rally and dune buggy tracks.

The theme park is part of a larger development on the 9.6 square mile island that includes a racetrack, water park, marina, and other tourist amenities designed to create an attractive tourist destination.