This is a weekend full of passion at the Misano World Circuit Marco Simoncelli (Rimini) for the World Ducati Week 2018 (WDW2018), scheduled from Friday 20 to Sunday 22. The peaceful invasion of tens of thousands of Ducati enthusiasts coming from all over the world is turning red the entire Riviera Romagnola and the 75 thousand square meters of the circuit’s paddock. All for a weekend full of the ‘Sound of Passion’ made in Borgo Panigale – how the Ducati community defines the roar of their favorite motorcycles.

Building a strong community identity among the brand’s lovers has been a key part of Ducati’s marketing strategy since the 1990s. There are online communities and local, regional, and national Ducati enthusiast clubs, more than 400 Ducati clubs worldwide, and 20,000 registered users of the Ducati Owners Club website, as well as 17,000 subscribers to the racing website. In the motorcycling world, Ducati enthusiasts and riders are known Ducatisti, and the WDW is the most import event of the year for all of them.

Three days to meet the Ducati champions, explore the Ducati 2018 range, take part in DRE Academy riding courses, and  get immerse in the enveloping atmosphere of a Ducati World. Many are the appointments and initiatives: meetings and autograph sessions with riders; driving courses; test rides of the new Ducati motorcycles; stunt performances; and thematic areas, each with different activities and atmospheres – the colorful ‘Land of Joy’ of the Scrambler world, the ‘Monster Village’, the ‘Multistrada Experience’, and the area dedicated to the ‘Panigale’. A highlight is the exclusive and mysterious ‘Closed Room’ where WDW2018 participants have the opportunity to preview one of the Ducati innovations of the 2019 range.

Ilona Catani Scarlett

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