ChallengesWith only a four-week lead-up to the event, Ignition coordinated the hospitality, on-track action and the global press conference.The goal was to provide a platform to launch Abu Dhabi 2009 and generate global interest.“We also had to create awareness of Abu Dhabi as an international and sophisticatedmodern city with the ability to host such a high-profile event,” says Stuart Bradbury, Ignition’s business development director.Local coverage was arranged while international live coverage was ensured through news agencies and sports channels.
Ignition arranged all travel, accommodation and activities for a three-day visit for 350 VIPs and journalists.
ExecutionIgnition designed and oversaw the construction of a 4km circuit through the streets of Abu Dhabi, which included viewing platforms, media bridges, crash-control barriers and nine large-format LED screens. On race day, ten F1 teams raced through the city centre in front of thousands of spectators.The festival was attended by F1 chief Bernie Ecclestone and the Crown Prince of the United Arab Emirates. Ecclestone made the formal announcement of Abu Dhabi’s inclusion in the F1 calendar live to the racegoers.The festival also included flypasts from F-16 fighter jets and an Airbus 380, branded by Etihad, the national airline.The VIPs and F1 teams were hosted at the Emirates Palace.
Ignition managed hundreds of transfers using luxury Rolls-Royce Phantoms, Maybachs and BMWs.
VerdictThe festival saw the largest gathering of current F1 cars outside of a Grand Prix. Through live broadcast, media campaigns and a website, the event reached a global audience of 173 million.Ecclestone called the event’s organisation “super” and Renault F1 managing director Flavio Briatore said “…What has been done in a few weeks is amazing.”
