SIC will also set up a short messaging service (SMS), which will notify
spectators of the action on race day.
The creative for the advertising campaign, developed by Sil Ad Kuala Lumpur, reflects the fast action of F1, according to Tan Sri Basir Ismail, chairman of SIC. "We have used flames to represent the heat of the competition and the buzz word 'hottest' to represent the action that the world's fastest and most elite sport delivers,
he said.
The advertising campaign will focus on the domestic and regional markets, including Singapore, Thailand, Hong Kong, Indonesia and Australia.
It will run across print and outdoor media, and will feature roadshows in Malaysia and other key markets.
