Hilton Hotels
McLaren F1 activation
The Problem
Hilton had been a long time sponsor of McLaren F1, but its recent efforts with the team weren't getting enough attention. Dream fulfillment social content and a logo on the car and the race suit weren't cutting it with today's crop of new F1 fans.
The solution
F1 is expensive. You may never be one of the lucky few make it onto the grid or sip champagne on a yacht in Monaco, but we believe that we can make every guest feel like they are a member of the team.
The plan: democratize access, tell a cohesive story about why being on the right team matters and why everyone is welcome to join the team.
Touching all aspects of Hilton hospitality and scalable across their wide variety of hotel brands, Hilton found the campaign a perfect fit to bring F1 to the people.
From in-room workout plans by the team trainers, to signature cocktails and food and drink from the team caterers, to branded in-room amenities - everyone can feel like they're staying with the McLaren Formula 1 team.
