Overview
This high-tech hardware firm desired to maximise its investment in a racing team on the Formula One circuit. By closely identifying with F1, this company could achieve two objectives: First, it could enhance brand awareness of its laptop among key customers in the Asian market. Second, the company could utilize a corporate hospitality programme to reward its local partners and incent them to bring more business to its product portfolio.Challenge
Execute an event management and travel logistics plan for 150+ VIPs over five days during the F1. The event needed to carefully protect the client’s brand and consumer strategy, while providing personalized attention to valued business partners.
Solution
BI WORLDWIDE APAC managed all aspects of the project, beginning with participant data management and the booking and management of accommodations, ground transportation and various venues. In addition, the team selected and managed food and beverage requirements for the off-site venues. As the liaison with the F1 Grand Prix Corporation, BIW APAC designed and executed brand décor for the press conference venues, as well as the distribution of credentials and branded merchandise. The travel operations team was responsible for on- and off-site VIP hosting.
Results
The corporate hospitality event was successfully executed to the client’s VIPs and the media, building multiple brand impressions throughout the five-day programme.
