Challenge
Bringing the F1 Exhibition into its third European market
Following our work launching the F1 Exhibition in Madrid and Vienna, in 2024 our attention turned to bringing the F1 Exhibition into its third European market, with its biggest show yet in London.
Our campaign sought to:
● Drive ticket sales and awareness in new audiences
● Capitalise on key moments throughout the F1 Season
● Maintain media interest and create ongoing storytelling moments
How
Ensuring coverage is placed across mainstream national, lifestyle and regional titles as well as specialist motorsport outlets.
Leverage the history and brand heritage of Formula One to tell new and old stories to both engaged and new audiences by tapping into the excitement surrounding F1, amplifying awareness and engagement.
Specifically target leading national outlets across print and online and broadcast to secure glowing review pieces.
Maximise key calendar moments to bring exhibition elements to life.
Develop a timeline of announcements to secure sustained media coverage from pre-launch, to launch and beyond.
Results
250+ articles with a reach of 10B+ over a six-month period
Facilitated 60 press visits post launch
Planned, hosted and delivered Exhibition media launch with Formula One world Champion Damon Hill and curator, Tim Harvey
Two-month exhibition extension due to popular demand
In summary, our dynamic, always-on comms strategy secured glowing national reviews, high-impact mainstream coverage, and must-see influencer content. From The Times and Telegraph to motorsport specialists, lifestyle heavyweights to regional news, our work kept The Formula 1 Exhibition in pole position—turning media buzz into sold-out shows.
250+
articles
10B+
reach over a six-month period
60
press visits facilitated post launch
2 month
exhibition extension due to popular demand