IMSA returns for 2018 with action packed weekend
Our team in North America worked flat out over the race weekend at the Continental Tire Monterey Grand Prix, in California, as the IMSA WeatherTech SportCar Championship returned for 2018. Across the race weekend, teams were on-site delivering for a range of clients including Ford, Mercedes-AMG, TOTAL and Mazda.
Mercedes-AMG hosted more than 100 guests throughout the second-to-final round of the IMSA sportscar weekend at WeatherTech Laguna Seca Raceway. Guests were treated to a first-class experience with a full-service hospitality deck, guided paddock tours, Hot Lap rides and a welcome reception featuring Mercedes-AMG drivers from the Continental Tire SportsCar Series and WeatherTech SportsCar Series.
We worked with Mercedes-AMG on their hospitality programming, as well as providing logistical support coordinating the arrival of a Mercedes-AMG fleet from around the country coupled with product specialists and brand ambassadors for the 4,000 sq ft Mercedes-AMG chalet.
The Production team also hosted Ford Performance at the Laguna Raceway with a consumer activation featuring VIP hospitality for Ford owner’s along with showcasing Ford’s new lineup of cars.
Alongside this, TOTAL Lubricants, Inc. made another stop on their experiential tour this year at the season opener. Their display, set in Hagerty Marketplace, invited fans to ride in a race simulator, participate in giveaways, and compete in a fastest lap challenge. TOTAL awarded consumers with prize packs throughout each day of the weekend.
The Monterey road racing track also provided another stop on the Mazda experiential tour. Working with Mazda, we developed a brand experience display to showcase their product. To achieve this we brought the Mazda pod trailer on-site to showcase the brand's connection to motorsport via two, three-screen full motion racing simulators. We also coordinated another round of the Mazda Hot Lap Challenge, which encourages fans to post a lap time on the simulators to try to win exclusive access at 2019 Rolex 24 through Mazda.
Also on-site was the the RT24-P show car and a custom built platform, a full production vehicle line-up, consumer giveaways and driver appearances and speaker sessions throughout the weekend.