Summary
Digital showcase and relationship builder
Objective
With 30 of the world’s leading brands as Partners, McLaren’s ongoing challenge is to engage and retain them – while also demonstrating the value of those relationships to potential new Partners. The company’s Formula 1 sponsorship management team wanted to show the full scope and appeal of Partnership to this very small, but commercially vital audience.
Strategy
A dedicated new communications channel – created exclusively for Partners and to McLaren’s exacting standards – had the potential to really hold their attention, spark conversation, encourage a sense of competition, and revitalise these relationships. It could inspire the target audience to actively seek out, share, and discover content – rather than needing to push messages at them.
Outcome
“At McLaren we are always focused on delivering the greatest possible value to our Partners and ensuring that they maximise their relationship with us. By creating this new channel of communications, we’ve enabled all divisions of our Partners to share their great work.”
John Allert, Group Brand Director, McLaren Group