Formula 1 entered a new era in 2017 after its purchase by Liberty Media. As part of an ongoing brand evolution, it needed to find a way to get closer to new and existing fans. What better way than to take F1 off the race track and into the heart of London? But that’s easier said than done. Once we received the go ahead after months of negotiation, we had only 12 weeks to deliver what was the largest commercial event in the centre of London for more than a decade.
To create an experience that would engage the whole city, and garner buy-in from the local authorities, we decided to make F1 Live four events rolled into one: an F1 educational showcase, a fan festival and concert in Trafalgar Square, a car run up Whitehall, and a VIP hospitality experience for 700 people at the National Portrait Gallery.
Creating all this in Trafalgar Square called for complex and detailed planning. We worked very closely with the Greater London Authority (GLA), Westminster City Council (WCC), London & Partners and other stakeholders. Working with the GLA and WCC, for example, we secured a much needed Temporary Traffic Order to increase the speed limit along Whitehall to 70mph.
The result was a truly iconic event. 100,000 people flocked to Trafalgar Sq. to witness all ten teams coming together for the first time outside a race weekend. By day, an educational showcase engaged all ages around F1 technology. By evening, F1 cars roared up Whitehall, watched by millions online, while thousands danced in Trafalgar Sq. to live music headlined by The Kaiser Chiefs.
- More than 18m impressions across all owned platforms
- More than 2m video views on owned platforms
- #F1LiveLondon trended at #6 globally on Twitter
- 25m estimated coverage views
- 40K+ social shares
- 23 pieces of print coverage
- 20 pieces of broadcast coverage, including BBC Breakfast takeover
- 456 pieces of online coverage including BBC News, Mail Online & Guardian Online.
- 210 media and influencer attendees