June was a busy month for our motorsport teams, activating at the Spanish Grand Prix with Jack Daniel’s, McLaren and TATA communications, and working alongside client, AVIS, at the 100th Anniversary of Le Mans.
Find out more about each activation below:
Jack Daniel's x McLaren in Spain
Jack Daniel’s kicked off the Spanish Grand Prix weekend in style with McLaren Racing by hosting an exclusive event for key customers and global media to celebrate the launch of the new limited edition McLxJD Tennessee Whiskey bottle. Hosted at the trendy Purobeach venue at Hilton Diagonal Mar, guests were treated to a partnership experience featuring a Jack Daniel’s brand ambassador cocktail masterclass, performance by local DJ Bulma Beat and McLaren inspired activities including Scalextric and race simulator. Giving a glimpse of the race weekend ahead were two guest speakers from McLaren – Mark Norris, Director of Trackside Operations and Jose Lopez, Principal Performance Engineer & Deputy Race Engineer – one speaking to the fruits of the partnership in focus, and the other offering insights into the sporting aspect of the race.
With the core aim of engaging key stakeholders and opening dialogue with race media the event was a success, with some incremental media coverage included via Sky Sports filming a short segment for news. To cap the event everyone in attendance took home their very own limited edition bottle to commemorate the occasion.
TATA takes VIP's inside world of F1
During the 2023 Spanish Grand Prix, Tata Communications hosted one of six race activation plans for the year. Throughout the weekend, we hosted key customers and clients for a tour of the Formula 1 Event Technical Centre.
As the Official Broadcast Connectivity Partner of Formula 1, the attendees were able to experience a behind the-scenes-tour of the Formula 1 Event Technical Centre and the Tata Communications PoD (Point of Distribution), to witness first hand exactly how Tata Communications’ broadcast and production infrastructure connects fans seamlessly to the action, wherever they are in the world.”
AVIS at the Marathon of Motorsport
Our client, AVIS Budget Group, is enjoying its first season with the World Endurance Championship as the Official Vehicle Rental Service. The partnership launched at the eve of the first race of the season in Sebring on 17th March.
Our Data & Digital team quickly mobilised, setting up AVIS’s competitions microsite and monitoring entries to win tickets at each WEC race of the season. We were on hand at Portimao to help Avis capture content that will later be used to promote the partnership.
One of the jewels in the crown of the motorsport calendar, we were privileged to be at the 24 Hours of Le Mans activating with AVIS. 140,000 motorsport fans descended on the town in the north of France to witness the energy-sapping race. To add to the excitement, Le Mans also celebrated its 100th anniversary. AVIS again leveraged its ticket allocation for an event that sold out eight months prior to encourage fans to rent with AVIS for a chance to win tickets, paddock access and grid walks. We were also on hand to deliver the prize fulfilment to 20 lucky winners as well as oversee logistics and manage AVIS introductions in the Paddock.