How do you sell the excitement and authenticity of Formula 1 in a non traditional Grand Prix venue?
The Story
We were asked to create the inaugural Abu Dhabi Grand Prix website as part Formula 1's global expansion programme.
Objectives:
• Build anticipation and excitement before
the event
• Encourage overseas ticket sales and media
interest
• Highlight Abu Dhabi's appeal as a world
class destination
This was an inaugural Formula 1 event in a part of the world that had no previous Grand Prix heritage. The creative challenge was to make Abu Dhabi feel close to home for traditional Formula 1 fans.
For the Grand Prix, we used high impact close-up imagery to promote a feeling that you were at the trackside, and used the same approach to create a sense of intimacy with Abu Dhabi’s local attractions.
Site features included a media centre, tourist and travel information, Grand Prix ticket reservation facilities and pre-event countdowns. Race day updates and post event coverage helped to build momentum and sustain interest.
The Result
When it launched, site traffic was the heaviest for a Formula 1 event, and tickets to the event sold within a matter of weeks.