Challenge

How could Formula One evolve its offering to allow teams and manufacturers an opportunity to tell their story on-track at each race weekend?

Solution

A Crunch-concept from start to finish, we deployed a dedicated team for specialist event production and delivery. Delivering at a variety of events, including F1 street demonstrations, auto shows and working directly for F1, the team delivered its Hot Laps programme around the world.

The result was a world-class platform from which multiple partners could leverage their Formula One programmes in the most visceral way – with high-speed demonstration laps of the Grand Prix circuits.

Hot Laps opens up the track four times during ten race weekends. We managed every element of the track activity from car arrival through to safe, professional deployment of the sessions themselves.

Stakeholders included Pirelli, Aston Martin, Mercedes, Alpine, Alfa Romeo and McLaren, as well as Formula One themselves. All guests received a VIP experience within a programme tailored to each stakeholder, recognising that each company has different targets, and therefore, their individual requirements vary.