Created by Bates Asia, the campaign departs from previous concepts by branding the Sepang International Circuit (SIC), rather than focusing solely on Formula One.
Bates first pitched for the business in 2004, when it was awarded to M&C Saatchi; however, Bates was eventually awarded the business in late 2005 for this year's event.
Running in Malaysia, Singapore and Indonesia via regional TV and print media, the initiative attempts to build an identity for the SIC, which also plays host to the Malaysian Motorcycle Grand Prix, the A1 Grand Prix and the Super GT.
One print execution revolves around the tagline 'But this is my house', communicating the SIC's status as one of the world's best racing circuits, while another describes the capabilities of an F1 car and driver, before asking, 'Is that enough to take me on?'
The 40-second TVC, meanwhile, showcases the challenging aspects of the SIC -- widely considered the most technical of the world's Formula 1 circuits.
"The point is that F1 really sells itself," said Bates Malaysia chief executive officer Shukri Rifaie.
"What makes F1 exciting is the circuit. The unique point is that the SIC is the most technical circuit in the world. The other unique thing about this circuit is the unpredictable weather in Malay-sia."
The campaign is targeting racing enthusiasts in the three markets with a view to attracting them to the F1 and other races throughout the year.
Bates will also roll out new campaigns for the upcoming events, including the Motorcycle Grand Prix, the Super GT, and the Merdeka Millenium Endurance.
Taking place on March 17 to 19, the Petronas Malaysia Grand Prix is round two of the 2006 Formula One World Championship, and the event is expected to attract more than 100,000 spectators.
Malaysian F1 revs up with SEA blast
A major campaign for the Malaysian Formula One Grand Prix has launched in markets in Southeast Asia, aiming to raise awareness of the racing circuit in the run-up to one of Asia's premier sporting events.
