A memorable weekend in Monte Carlo

Over the first weekend in May, the ABB FIA Formula E World Championship arrived in Monte Carlo – home to the iconic Monaco Eprix circuit – for its ninth round of racing.

It’s the jewel in the crown on the Formula E race calendar; full of glitz and glamour, and the perfect platform to deliver two memorable activations on behalf of our clients NEOM and Saudi Airlines. Find out more on each of those, below.

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NEOM Hospitality

You can’t beat the Monegasque scenery for beauty nor luxury, and we capitalised on NEOM’s partnership with McLaren by inviting several high-profile guests to the Boss Emotions Hospitality suite.

Team members from London and Dubai were on site in the Principality, working closely with NEOM and McLaren to deliver another outstanding experience for our guests. From organising transport and hospitality arrangements to facilitating an exclusive race experience, including a garage tour and Q&A with McLaren drivers and management, we went the extra mile to ensure that our guests felt truly special.

On the internal communications front, we promoted the partnership internally at NEOM by sending mailers to our targeted McLaren distribution list before and after the race.

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Saudia: Monaco Discovered

Alongside this, we produced a new piece of content for Saudia Airlines, the Official Airline Partner of Formula E. With three weekly flights from Riyadh to Nice starting next month on Saudia, the Monaco E-Prix provided the perfect platform to promote the partnership and new flight route for Saudi Arabia’s national airline.

We had a team were on the ground in Monaco working alongside Formula E’s media team to produce ‘Monaco Discovered’ – a returning long-form feature which is the second episode in Saudia’s Season 9 FE Discovered social series. With a starring role for Saudia’s Global Ambassador, Stoffel Vandoorne, viewers discover Monaco like never before as the current World Champion takes them to some of the hidden gems of his home town.

The content was distributed in the build up to the E-Prix in Formula E’s pitlane preview, and via Saudia’s social channels and partnerships hub. The series continues at pace, with a new episode covering the sights and delights of Jakarta released at the end of May. You can watch that here.