Client Challenge: To provide a bespoke experience for selected guests and employees, enabling an inside look at the world of F1 racing in collaboration with grand prix and non-grand prix events. As the Infiniti Motor Company and the Infiniti Red Bull Racing brand grows, these hospitality events needed to increase brand awareness and recognition for Infiniti as a whole.
PRISM Solution: PRISM’s aim was to provide guest programmes and employee programmes for each grand prix. Guests are usually a mix of VIP guests, celebrities and employees. The programmes include behind the scenes access at the grand prix and a range of events to make an enjoyable, and memorable, experience for the guest.
To date, these have included meet and greets with team drivers and other key F1 personnel, along with a variety of hospitality packages and options to make the most of each specific grand prix venue.
Away from the race weekends, non-grand prix related events have included factory tours, driving days, show cars, F1 displays, motor shows and tests to exhibit everything that goes on with Infiniti, offering a wide range of people unparalleled access to Infiniti F1.
These have proved to form one of the best engagement programmes for Infiniti, especially in regards to brand engagement and association from an audience perspective.
There is also a global media hosting programme. This has been developed from previous years and often includes groups of ten or less key media personnel that get to come along to the grand prix and experience the behind the scenes action, as well as experience activities like factory tours, simulator access, performance driving days or Q50 driving programs.
Results: There has been significant and on-going media coverage throughout every season of both the grand prix and non-grand prix events. This coverage, and the non-media hosting, has helped deliver greater awareness of and engagement with the Infiniti brand, and the partnership with Infiniti Red Bull Racing, which is a key client requirement.
Examples of significant hosting in 2014 happened around the GP events in China and Spain. In the former, the local market launched the new Infiniti Q50 to coincide with the F1 race. PRISM oversaw a day of Sebastian Vettel doing in-car interviews with global media, meeting some of the Infiniti Performance Engineering Academy candidates and racing with Chinese celebrities, all in the Q50.
He also took part in a video conference call with Hong Kong HQ employees later on. Over 150 guests were then hosted in Paddock Club throughout the weekend, including customers, dealers, executives and employees, media and IPEA candidates. Garage tours, Paddock Club appearances and meet and greets with Vettel, Daniel Ricciardo and Christian Horner were offered to most of the Paddock Club guests throughout the weekend.
In Spain, on top of the usual local market hosting, PRISM looked after 100 dealer personnel from the 50 top performing Infiniti dealers, and a number of Infiniti executives. They were offered race weekend hospitality, garage tours, informal cocktails and even city visits to places of interest. A dinner on Friday night saw David Coulthard make an appearance, and on Saturday night PRISM hosted a gala dinner at the National Art Museum.
The then CEO of Infiniti, Johan de Nysschen, said of the event : ‘My feedback is quite simple. The event was outstanding, the execution was equal to or better than the best I've encountered anywhere. My gratitude and congratulations to you and your team’.