Since its launch last month, Iris has been responsible for the 'F1 for everyone' campaign, with the aim of making the event inclusive and bringing the glitz of F1 to all Singaporeans.
The campaign includes experiential and digital engagements across the next four months, including a series of roadshows and carnival activities.
Craig Mapleston, managing director of Iris Singapore, said, “We set out to make the sport more accessible to average Singaporeans and create greater anticipation for the 2012 Formula 1 SingTel Singapore Grand Prix.”
Meanwhile, with fewer than 80 days to go before the Singapore Grand Prix, organisers are entering the final push of marketing activities.
Michael Roshe, executive director of race promoter Singapore GP, told Campaign Asia-Pacific, that it is now almost three-quarters of the way through the marketing activity.
He said marketing efforts have increasingly moved toward digital and social media since the race first launched in Singapore in 2008 when more traditional methods were used.
“I believe that we have, by quite a long stretch, the largest Facebook and Twitter accounts of any race promoter on the circuit,” he said. “And we actively engage and listen to those people.”