01 CASE STUDY
Saudi Arabian Grand Prix
STRATEGY & CONSULTATION
SMG was tasked by the promoters of the Formula 1 stc Saudi Arabian Grand Prix, the Saudi Motorsport Company (SMC), to support the international, regional and domestic promotion of its inaugural event in December 2021 as well as its follow-up race weekend in March 2022, a mere four months later.
The international and regional/domestic communications strategy pursued over the course of 2021 & 2022 aimed to present the F1 race weekends, Jeddah and the Kingdom of Saudi Arabia (KSA) in general in the most positive light to international and regional/domestic audiences, ensuring extended coverage and ticket sales as well as positioning the brand-new Jeddah Corniche Circuit as a world class racetrack.
Every race faces challenges but the first ever Formula 1 stc Saudi Arabian Grand Prix posed a unique set of circumstances for us to solve:
Over the ensuing 12 months, SMG drew on our vast motorsport network and specialised experience to promote the biggest sporting event in the history of Saudi Arabia and deliver an industry-leading experience for the world’s media.
COVERAGE ITEMS, MAJORITY POSITIVE TONE
FANS AT BOTH RACES
GLOBAL TV AUDIENCE