Ferrari elevates guest experience at Maranello Factory with the Antenna Group Tour System

Client Profile

Race cars. Formula 1. Fast. Iconic.

Cars excite us, and most of us have a fascination with them. Their design, exclusivity, performance and technology interest even the most novice of car buffs and completely enthral the genuine cognoscenti. And when it comes to Ferrari, the passion and heritage of the brand is, in a word, legendary.

The Ferrari Factory Tour is Ferrari’s flagship public-facing experience. The museum showcases models from the past and present, formula 1 racing cars, the engines that brought it fame and glory, and of course, the passion of the beloved Tifosi. This tour provides an unforgettable experience of skilful craftsmanship where visitors walk away truly understanding why these magical Italian sports cars are desired and loved across the whole world.


Ferrari provides nothing but the best throughout its entire business. Naturally, their museum and factory encounters for guests would also need to translate into a memorable and premier visit. This carmaker required tour technology not only to elevate their visitor experience, but to improve crowd control and group communication on its fully functioning factory floor.


Antenna International provided Ferrari with Group Tour System technology bespoke to their specific needs.

For Ferrari, Antenna provided 80 Group Tour System and 8 M3 Multimedia devices that mix live tour guides speaking to their audience with audio content for available in Italian, English, French, Spanish, German, Japanese, and Mandarin. This content mix includes information about the factory and engine sound effects throughout the tour. The ability to mix between sound effects, live tour guide information and direction as well as pre-recorded content results in a wholly novel and one-of-a-kind visitor experience. It also aids staff with group management. The Ferrari factory floor, similar to the cars it produces, works like a well-oiled machine. Group tour management isn’t just a benefit, its essential to the Ferrari brand and operation.


Visitors at each site leave more impressed than they came. Ferrari guests have nothing but the best to say about their experience:

“For any fan of Ferrari or indeed any sports cars this is for you, the museum takes you on a journey through Ferrari’s history to the present day. Highly recommend joining one of the guided tour groups with headsets – we did and found it very informative.” Ferrari Visitor, 2018

Contact us to find out more about this or any of our projects

Contact Us
Country: Italy
City: Maranello
Institution Type: Modern Attractions
Content Type: Groups, Multimedia
Tour Type: Adult

Partner with Antenna

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About Us

We are innovative storymakers and creative technologists devoted to visitor-first experiences.

We make audio tours, mobile apps, multimedia guides, podcasts, interactives, and superior story-driven content for the museum and cultural sector.

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