formula 1, Motoring News, motorsport

F1: Its marketing is moving into a new era

By ALAN BALDWIN

LONDON, England – Formula 1 is said to be distancing itself further from the former Bernie Ecclestone era by creating a global marketing campaign.

Former commercial supremo Ecclestone, now 87, relied on race promoters, teams, sponsors and media to publicise the sport rather than the rights holders investing money in marketing.

A minute-long film, ‘Engineered Insanity, initially seen on social media, focuses on the visceral appeal of the sport as experienced by ‘superfans’ inside a wind tunnel.

Ellie Norman, F1’s new director of marketing, told Reuters at her new HQ in central London that teams supported the idea. “There’s a sense of appreciation that, for the first time, F1 is promoting the sport and the series.”

A multi-platform campaign will accompany next weekend’s season-opening Australian GP in Melbourne before going worldwide.

READ THE FULL Reuters feature here.

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