THE 50^TH ANNIVERSARY EVENT FOR MICHELIN ITALIANA AND THE PRESENTATION OF ITS FIRST SUSTAINABILITY REPORT

2021 was Michelin Italiana’s year: the Spinetta Marengo factory reached an important milestone and celebrated its 50^th anniversary. The site, which employs more than 900 people in a 478,000 sq.m production area, is the largest manufacturer in the province of Alessandria. The plant plays a strategic role for Michelin Italiana and has a strong historical legacy with the local area, with which it has shared wealth and value over the years, building up close ties with the community. At the same time, innovation and sustainability have always been the guideline for its operations, leading in February 2021 to the attainment of a significant milestone, the production of the 30 millionth tyre with low fuel consumption and reduced carbon emissions.

Michelin’s 50^th anniversary was an opportunity to celebrate the history and important achievements of the Alessandria plant, to confirm its current commitments with the presentation of Michelin Italiana’s first sustainability report, and to share future challenges with the stakeholders. Amapola supported the company at every stage of the event, from planning to optimisation of the anniversary with special communication materials.

The Amapola project

Amapola developed the identity and logo of the 50^th anniversary event, devised the format for the day with the Michelin team, helped the company engage external stakeholders, handled the organisational secretariat, developed communication and installation supports, produced video materials and the reportage looking back over Michelin Italian’s 50 years.

The event revolved around three key moments: the celebration of the 50^th anniversary and the presentation of the first sustainability report by Michelin’s French and Italian management, a guided tour of the factory, and a tree-planting ceremony for 50 Paulownia saplings. It was attended by interlocutors from the local community: institutions, the business and academic worlds, the media and journalists.

Communication materials

The logo designed for the occasion celebrates the factory’s history and heritage, focusing on the identity of the anniversary and working with the colours blue and green to represent the themes of innovation and sustainability which are part of its DNA. The institutional video reprises the same values in a choral description of the factory’s present and future, with accounts from the people who work there every day. Amapola developed all the communication materials for the project, from the installations to the final video report.