Formula 1 and VRM join forces to bring Grand Prix exclusive and immersive experiences to the Chinese market.
Formula 1 and the advertising and marketing agency VRM partner to develop a new leisure model. They will organize premium hospitality events in China with the aim of offering fans of the Asian country a different way of experiencing the Grand Prix. Formula 1 fans will be offered an immersive experience that will put them at the center of the action, despite being on the other side of the world. Formula 1 has signed a multi-year agreement with the Spanish company VRM (Virtual Real Management), which will design and develop exclusive hospitality events for Chinese brands and consumers. The experiences will include the participation of F1 legends, former drivers who have marked an era in this sport, and who will accompany and make the fans enjoy during the days on the Chinese circuits.
The guests will experience a double reality, the face-to-face one in the circuits where the events will take place, and the virtual one with the Formula 1® race that they will see live on the screen in a luxurious environment. In addition to witnessing the GP, the model presents a modern and original experience that will include pre and post-race actions such as ‘briefings’ with specialists, ‘hotlaps’ on the track with Emerson Fittipaldi and other historical drivers, driving courses, competitions, relationship with the clients of the other circuits, and connections with the protagonists of the Formula 1 Grand Prix.
“Thanks to our technology we open exclusive diffusion windows with Formula 1 for global or local brands in Chinese territory indicates Juan Marí Guillot, CEO of VRM. Formula 1 continues to strive to create new and innovative ways to bring fans and brands closer to the excitement and passion of the Grand Prix, and will be able to connect with its ever-growing audience through the VRM proposal and its implementation in one of the largest markets in the world. “We want to become the best solution at a global level, to offer a once-in-a-lifetime experience for Formula 1® fans thanks to our technology and the & rdquor; brands. comment Juan Marí.
Formula 1 has had a significant presence in China in recent times. At the exciting Shanghai International Circuit, with its very long straight and its avant-garde design, 16 Grands Prix have been contested from 2004 to 2019 with a great impact on local fans and the racing calendar. Lewis hamilton is the rider with the most victories in China (6), ahead of Fernando Alonso and Nico Rosberg (2).