Aston Martin illuminated the Las Vegas skyline as part of its largest-ever Formula 1 marketing presence, celebrating the intensity of the British ultra-luxury performance brand ahead of the highly anticipated Formula 1 Las Vegas Grand Prix.
Putting its high-performance products at the heart of the innovative new event, Aston Martin’s partnership with the Las Vegas Grand Prix will see the brand’s most extensive VIP customer programme, activation of thrilling track experiences and the display of immersive Aston Martin content on Sphere throughout the race week.
The new street circuit also becomes a digital environment on Aston Martin’s award-winning luxury configurator – the first time an F1 track has featured in an automotive configurator.
Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin said: “With the United States being our largest market and brand community, the Las Vegas Grand Prix creates a new landmark in the F1 calendar and will see our most extensive ever race marketing and VIP hospitality presence.
“Targeting much more than brand awareness, our activities are an example of how we are maximising the tremendous global platform of F1 to drive reappraisal of Aston Martin amongst new audiences, infuse our products with the sport’s high-performance DNA and connect our community through unique luxury experiences.
“Data shows that our configurator traffic rises by 13% on F1 race weekends, compared to non-race weekends, a statistic which has been as high as 30% this season when Aston Martin has been on the podium. With our new Las Vegas Grand Prix configurator environment going live this week, we believe this will draw even further technology synergies between track and road while enabling our customers and fans across the globe to get a sense of the excitement in Las Vegas.”
Immersive content kickstarts the Las Vegas Grand Prix.
As part of Aston Martin’s Las Vegas Grand Prix partnership, Aston Martin illuminated an immersive advertisement last night on the new Las Vegas landmark, Sphere, which has been developed over months by creatives challenged to bring the thrilling nature of the brand’s class-leading performance cars to life.
Visible from the circuit and repeated multiple times daily until lights out at the first Las Vegas Grand Prix in 41 years, the engaging 90-second sequence on Sphere commences by illuminating Aston Martin’s iconic…