TVC x Williams Martini Racing

Following MARTINI’s historic return to motor racing as title sponsor of Williams MARTINI Racing.

CHALLENGE

Following MARTINI’s historic return to motor racing as title sponsor of Williams MARTINI Racing, we were tasked with amplifying the multi-year partnership and ensuring the MARTINI personality dominated global lifestyle and F1 media.

INTELLIGENT SOLUTION

Use storytelling to show how MARTINI is bringing style and the Italian ‘joy of living’ back to the track, while showcasing the glamorous F1 lifestyle off the track.

From the initial launch of the partnership, which saw us create compelling lifestyle news packages and build a media centre to reach 35,000+ media, we have amplified MARTINI’s sponsorship over three years of the F1 race calendar.

We tap into MARTINI’s drivers and ambassadors to create innovative lifestyle content and amplify off-track experiential activity to get cut-through in a crowded market and embed MARTINI as part of the cultural conversation.

From bringing the Terrazza MARTINI pop up to life in various cities; pitting Felipe Massa against Valtteri Bottas at table football; announcing Bar Refaeli as Martini race ambassador; and creating drivers’ guides to Monaco and Barcelona, we have built cultural relevance.

OUTCOMES

Our broadcast and online coverage has reached 2.6 billion+.

300+ pieces of coverage each year, with more than half appearing in lifestyle titles.

Forbes Magazine described Martini as “the brand which pours fun into the Williams F1 team”.

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