Head London

The Story

We were asked to create the inaugural Abu Dhabi Grand Prix website as part Formula 1's global expansion programme.

Objectives:
• Build anticipation and excitement before
   the event
• Encourage overseas ticket sales and media
   interest
• Highlight Abu Dhabi's appeal as a world
   class destination

This was an inaugural Formula 1 event in a part of the world that had no previous Grand Prix heritage.  The creative challenge was to make Abu Dhabi feel close to home for traditional Formula 1 fans.

For the Grand Prix, we used high impact close-up imagery to promote a feeling that you were at the trackside, and used the same approach to create a sense of intimacy with Abu Dhabi’s local attractions.

Site features included a media centre, tourist and travel information, Grand Prix ticket reservation facilities and pre-event countdowns. Race day updates and post event coverage helped to build momentum and sustain interest.

The Result

When it launched, site traffic was the heaviest for a Formula 1 event, and tickets to the event sold within a matter of weeks.