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Costa, Fiat, & Juventus Announce Major Commercial and Co-Marketing Initiatives

Three historic Italian companies have announced the beginning of an unprecedented collaboration; the announcement was made in Genoa last night before an audience of over 300 of Costa Crociere’s most important Italian and European partners during celebrations marking the cruise line’s one millionth customer.

Two projects are currently being finalized by the top management of the three companies.
The first is a major commercial partnership between the Costa brand and the latest model produced by the vehicle manufacturer Fiat.

The finishing touches are still being put on the partnership and full details will not be revealed until the beginning of 2008, but it is already known that a “custom-made part” will be specially created for the new Fiat 500 to mark the 60th anniversary of the brand epitomizing cruising in Italy, which will be celebrated in 2008.

The component in question, designed by Costa Crociere and the Fiat Style Center, will be crafted to resemble the trademark yellow funnel that has graced all the ships in Costa’s historic fleet since 1948.

This custom-made item will be previewing in downtown Genoa at the exclusive “C”dream, Costa’s Lounge & Bar (in Via XII ottobre 2), which will thus be adding another collector’s item to its showcase of design excellence.

The new Fiat 500 has been chosen to celebrate this important anniversary because it is the symbol of an Italian success story based on innovation and forward thinking, just like Costa cruises: launched in July, exactly 50 years after the introduction of the first edition of the model, which has become a veritable Italian motoring and cultural icon symbolizing an entire era, the new 500 has attracted critical acclaim and is one of 2007’s best-selling cars.

The second project sees the collaboration between Costa Crociere and Juventus Football Club: Costa Crociere will be taking the field as a “Commercial Partner” of Italy’s favorite soccer team, and the Genoese Company’s logo will be accompanying players and fans throughout the 2007/2008 season. The Costa brand will be visible on the club’s communication materials, next to the pitch, on the big screens in Turin’s Olympic Stadium, on the Juventus website, on the club’s dedicated “Juventus Channel” and in other promotional initiatives.

Costa Crociere’s involvement in sport has always been a hallmark of its marketing strategy and this partnership constitutes a fresh adventure in top flight football. Other Italian soccer teams have already displayed the yellow funnel thanks to Costa’s sponsorships of Genoa C.F.C. and Napoli calcio; the latter deal is still in effect.

“60 years of tradition and over 1 million customers a year make Costa Crociere a major player in the social and cultural evolution of our country. In terms of tradition, prestige and popularity, the Fiat 500 and Juventus are two “Italian brands” that are a perfect match for Costa Crociere, which is the market leader and has been synonymous with cruising in Italy since the birth of the industry. So it seemed natural that three companies like Fiat, Juventus and Costa should come together to identify common interests and define collaboration projects for the benefit of their respective brands,” said Costa Crociere President Gianni Onorato.

“Fiat has welcomed with enthusiasm this opportunity to sign a commercial agreement with Costa and jointly study new marketing initiatives for the near future. By aiming at quality and professionalism, Fiat and Costa have shown how exclusivity can actually become widely available to many. In effect, ‘accessible exclusivity’ is a philosophy that both brands share and one that requires the continuous pursuit of design solutions, service and passion: both these Italian firms have been very successful in this respect,” added Fiat Italia’s Marketing Director Fabio Galetto.

“We’re delighted to have a prestigious company like Costa Crociere as one of our commercial partners,” commented Juventus CEO and Managing Director Jean-Claude Blanc. “The creation of this partnership, which also involves Fiat, testifies to the determination of three brands – leaders in their respective fields and prestigious representatives of Italian-made excellence worldwide – to search for new synergies and develop joint projects.”

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