Abu Dhabi embarks on Grand Prix campaign

TD Guest Writer

Guest Writers are not employed, compensated or governed by TD, opinions and statements are from the specific writer directly


Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi) is gearing up for a globe-trotting promotional tour designed to promote the Formula One Etihad Airways Abu Dhabi Grand Prix.

Held in conjunction with Yas Marina Circuit, the event will be held from November 2nd-4th.. The tour will span seven countries – UK, Germany, Saudi Arabia, France, China, Australia and Russia.

Nick McElwee, director of sales and marketing, Yas Marina Circuit said: “This year, as part of collective efforts with key stakeholders, we have evolved our sales strategy to encompass wider destination marketing alongside generic race promotion.”

Having ignited activations in Lorient, France, and Galway, Ireland, to coincide with the final two Volvo Ocean Race stopovers, the destination-themed tour also leverages motorsport-specific events, such as last week’s British Grand Prix at Silverstone (July 6th-8th).

Plans are already in place to encompass several key Abu Dhabi sport sponsorships and dovetail a host of global events, including next week’s Moscow City Racing festival in Russia, as well as Manchester City Football Club’s summer tour of Asia, for which TCA Abu Dhabi is the headline sponsor.

Another push involves on-the-ground activations – such as destination pavilions and F1 simulator time trials – at areas of significant consumer traffic, such as the UK’s Westfields shopping centre from August 10th-12th, 2012.

“Our collective strategy to boost international sales for this year’s Grand Prix is based on casting our net further and earlier than ever before,” said Faisal Al Sheikh, events manager, TCA Abu Dhabi.

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