For the upcoming F1 season, beginning this weekend, Marriott International is revving up and expanding its marketing partnership with Mercedes-AMG Petronas Motorsport.
The big winners will be the members of Marriott’s newly renamed travel program Marriott Bonvoy.
“Our marketing partnership with Mercedes-AMG Petronas Motorsport team will give Marriott Bonvoy members, many of whom are fans of the team, the opportunity to pursue their passion for the sport,” said Karin Timpone, global marketing officer, Marriott International.
Marriott International and Mercedes-AMG Petronas Motorsport expand partnership giving Marriott Bonvoy members VIP experiences throughout the F1 racing season this year.
These Marriott Bonvoy Moments will be in addition to other member experiences, including behind the scenes access with the team over Grands Prix weekends for the ultimate fan selfie, where drivers, media and celebrities hang out, visits to the team garage, and prime viewing venues and other experiences at races throughout the season.
“We are delighted to expand our marketing partnership with Marriott International”, said Toto Wolff, team principal, Mercedes-AMG Petronas Motorsport.
“We can already look back on a very successful seven years together, but now we’re taking our marketing partnership to a whole new level.
“The extension proves that Formula One keeps growing as a marketing platform for leading global brands who want to further strengthen their brand awareness and value.
“In addition to access to a huge, global audience, F1 offers the possibility to deliver unique, once-in-a-lifetime experiences to partners and their customers thanks to the equally exciting and exclusive nature of the sport. We are pleased to be delivering those experiences to Marriott Bonvoy members.”
The new agreement not only extends the marketing partnership of seven years, but also significantly expands it.
For example, going beyond typical meet and greets to creating opportunities for members to spend time with the drivers in relaxed and luxurious environments.