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The debut of the eagerly
awaited Fiat 500 drops the traditional limits of the
commercial launch campaign to take on a symbolic value,
much like what happened with its forebear in 1957. Some
may remember, in fact, that on 4 July 50 years ago,
Turin celebrated the arrival of the 500 with an
unforgettable cavalcade of more than 150 cars; today its
heir receives the same welcome with an extraordinary
show that brings in the entire city on 4 and 5 July.
In
addition to local inhabitants, the event will be
followed by more than 7,000 visitors from 63 countries,
including 3,750 dealers, importers and big company
representatives, more than 1,000 journalists, about 100
financial analysts, 200 suppliers and 1,000 guests
including authorities, businessmen and personalities
from the worlds of entertainment, fashion and sport. And
then, on the afternoon of 5 July, Fiat’s top management
will go to Rome to present the Fiat 500 to the President
of the Republic. It should be mentioned that on the
occasion of the launch of the new car, Fiat is lending
its support to the project of the Fondazione L’Albero
della Vita onlus “Un nido per Pollicino – Aiutiamo i più
piccoli a diventare grandi” (Tree of Life Foundation “A
home for Tom Thumb – Let’s help tiny tots grow up) in
favour of prematurely born babies.
The arrival of this car
is important not only for Turin but for the country as a
whole. That is why on 5 and 6 July, in close association
with the official launch, 30 other Italian cities will
donate their most beautiful squares to allow the new car
to be presented. These squares, for example piazza del
Popolo in Rome, piazza Duomo in Milano, piazza Politeama
in Palermo and piazza San Carlo in Torino are famous the
world over. The stages set up in them will host
entertainment, games and themed music but they will also
be home to a great charity initiative: in fact on 5 and
6 July, the public will be able to buy the cd Fischia
500 or exclusive T-shirts to support the solidarity
project “Un nido per Pollicino”. The initiative will be
repeated on the 7 and 8 July at all Fiat dealerships
during the Fiat 500 Open Doors campaign.
The event on the river
Po televised live on Canale 5 and the Notte Bianca 500
The most eagerly awaited
moment is most certainly the show planned for Turin on 4
July that will start at 10.00 pm in the Murazzi area
down by the Po. The event has been produced by
K-events/FilmMaster Group directed by Marco Balich,
Italy’s most famous creative producer known all over the
world for his inspired and imaginative spectaculars,
including the opening and closing ceremonies of the
Winter Olympics which last year attracted world
attention to the city of Turin.
For the Fiat 500 Balich
has organised an extraordinary kaleidoscope of lights,
sounds, music and stunning performances that will
enrapture the public present in the stands in corso
Cairoli (in addition to the 7,000 guests already
mentioned there will be 500 employees of the Fiat
Mirafiori factory and 4,500 people who have taken part
in the scratch card contest run by La Stampa) but also
those who watch the show on maxi-screens in Turin’s
finest squares (piazza Vittorio Veneto, piazza San
Carlo, piazza Castello and piazza Emanuele Filiberto) or
all those who decide to watch the live television
broadcast on Canale 5. In addition, starting 10.00 pm,
the event will be streamed to the website www.fiat500.com so
offering viewers the chance to experience all the
emotions of the celebration in Turin, wherever they
might be in the world. The culmination of the
presentation will obviously be the arrival of the car
which, for the first time, will show itself off in all
its beauty and originality to the public at large. But
the party will continue with the Notte Bianca 500 and
the participation of thousands.
Two days of
entertainment in the Piedmontese capital
On 4 July, before the
evening show, Turin’s finest squares will play host to
numerous, original initiatives dedicated to the new
Fiat: from piazza Vittorio Veneto to piazza San Carlo,
from piazza Castello to the Quadrilatero Romano, as far
as the evocative Borgo Dora (see detailed programme
below).
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