F1 is laser-focused on reaching new and bigger audiences – with Gen Z consumers being particularly important. We developed a centralised, global PR strategy in line with F1’s key objectives and then introduced two key pillars of our global approach to ensure the central comms strategy was delivered in a consistent and streamlined way in each of F1’s priority markets. We engaged our network of likeminded independent agencies in F1’s key markets to deliver our comms strategy at a local level. We also introduced our ACE toolkits which ensure our local agencies are able to deliver the global comms strategy in a consistent and streamlined manner.
Since our appointment, the world has changed immeasurably, marking a new frontier for sports properties and how they market themselves and stay relevant to consumers. We played a pivotal role in ensuring that whilst live events were not an option, F1 stayed at the forefront of global conversation,.
Our award-winning work on the Virtual Grands Prix provided a platform for stars from the worlds of sports and entertainment, helping to engage with new demographics and attract new fans to F1. Our use of celebrity talent such as Thibaut Courtois alongside real-world F1 drivers like Alex Albon and George Russell enabled F1 Esports to position the Virtual Grands Prix as an entertainment product for fans for all avidity.