Formula 1 Night Race
The Challenge
The goal was to build awareness of the 2018 Singapore Grand Prix as a world-class sporting event offering a vibrant, unique experience to business and leisure travelers across the US, Germany, the Netherlands and Japan.
The Solution
To drive engagement among the target audience, Reuters Plus developed a custom content series including articles, video and photography, which was amplified with a highly targeted digital advertising campaign across Reuters premium platforms.
Above average impressions across digital platforms
3x higher average dwell time on articles
% Overall above-average CTR across digital ad platforms
Articles
A series of custom articles were produced to showcase the diverse facets of the race’s ecosystem including the role of AI, gender equality across the sport and the unique challenges faced by drivers at the ‘toughest race on the calendar.’
Photography
Reuters’ award-winning photography team was assigned to capture the circuit action as well as the vibrant, high-energy lifestyle events across the city. The images were featured and distributed via the client’s website and Reuters Connect – the one-stop multimedia content hub accessed by over 3,000 publishers and broadcasters worldwide.
Reuters TV
The Reuters Plus team customized the Grand Prix TV commercial which was natively integrated between segments of a personalized news show on Reuters TV to generate maximum engagement. Reaching over 2 million monthly viewers, Reuters TV is an award-winning news platform for a mobile-first generation, typically engaging users for an impressive 12 minutes. The seamless integration of content offered Singapore GP a unique opportunity to reach and engage with audiences in a new and innovative way, using a modern platform built to retain interest.
