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Glitz, Glamour and Grand Prix!

by Brett Cullen Brett Cullen


  • Posted on Thursday 23rd August, 2018

A hunch says that even if you didn’t consider yourself a ‘petrol-head’, or even a huge sports fan, you’ve probably still heard of the Monaco Grand Prix and have a pretty good idea of what it’s all about.

With super yachts owned by the mega rich (who have just landed via helicopter by the way) lining the track and more flash cars cruising the winding streets than you can shake a selfie-stick at, the Monaco Grand Prix is arguably the most glamorous sporting event in the world.

I was very lucky to experience the event first hand as I headed to the Principality to work with our client, Thomas Cook Sport.

In our role as the PR and Social Media agency for Europe’s leading sports travel company, we had the task of capturing both its Monaco Grand Prix break and its incredible new and exclusive Mercedes-AMG Petronas Motorsport Experience (MAPME), held for the first time at the famed circuit.

The Experience itself is a Formula 1 fan’s dream – VIP access, Q&A with a senior team member, chances to win behind-the-scenes prizes, complimentary bar and canapes, a supporter pack; everything needed to create a memorable sporting experience!

Our brief was to capture the event, and wider Grand Prix experience, with video content to be used across Thomas Cook Sport and Mercedes-AMG Petronas Motorsport’s marketing communications, including digital and social. Thomas Cook Sport are hosting three further MAPMEs during the 2018 season – Britain, Italy and Abu Dhabi. As the event had never been done before, and a first for the reigning Constructors Champions, we needed to create engaging and exciting content that would raise awareness of the product, inform fans about what it is and inspire them to find out more and book for future Experiences.

Check out our MAPME video below!

As we also wanted to show how amazing the Monaco Grand Prix break is for Thomas Cook Sport’s customers, in addition to the MAPME, we produced social content across the weekend for the brand’s social media channels, including Instagram Stories and Facebook Stories, covering everything from capturing the exciting of checking in at the airport and boarding the plane, to the sites and sounds of activities away from the track… and on it (after-race track party, anyone?).

To further the exposure of the MAPME, we hosted Daily Mirror Travel Editor, Nigel Thompson, who penned a fantastic piece of his overall Monaco experience with Thomas Cook Sport and the MAPME.

Same again next year?

Bonus, here’s James and I doing our thing!



We got to walk the track too!