FORMULA 1 ETIHAD AIRWAYS ABU DHABI GRAND PRIX
THE EVENT
For the 10th consecutive year, Abu Dhabi was host to Formula 1 only twilight race. It is the Middle East biggest international sporting event. Yas Marina Circuit is an awe-inspiring experience for drivers and spectators alike with a waterfront setting to rival the likes of Monaco and Singapore.
THE OBJECTIVE
Main objective is to present an international sporting showcase, that is safe, spectacular and fun for all to attend . The focus for 2018 was specifically on hospitality and fan engagement working alongside stakeholders to develop an event with an integrated approach. A creative approach was used to improve engagement and create a sell out event.
THE DELIVERY & EVENT FEATURES
• First year of ‘Fanstand’ initiative, seeing blocks of tickets sold to fan bases
• Hospitality areas received a new fit out, funky new furniture and incredible new menus
• Overtime, the event positioning has also shifted from a race at a state of the art track to a destination event proposition with an entertainment focus
• After Race Entertainment
• F1 Fan Zone
• International fans positioning Abu Dhabi as destination attracting both F1 and non F1 fans
• 5 Oasis Entertainment areas each with a creative individual look and feel
