Aston Martin illuminated the Las Vegas skyline as a part of its largest-ever Formula 1 advertising and marketing presence, celebrating the depth of the British ultra-luxury efficiency model forward of the extremely anticipated Formula 1 Las Vegas Grand Prix.
Putting its high-performance merchandise on the coronary heart of the progressive new occasion, Aston Martin’s partnership with the Las Vegas Grand Prix will see the model’s most intensive VIP buyer programme, activation of thrilling observe experiences and the show of immersive Aston Martin content material on Sphere all through the race week.
The new road circuit additionally turns into a digital surroundings on Aston Martin’s award-winning luxurious configurator – the primary time an F1 observe has featured in an automotive configurator.
Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin mentioned: “With the United States being our largest market and model group, the Las Vegas Grand Prix creates a brand new landmark within the F1 calendar and can see our most intensive ever race advertising and marketing and VIP hospitality presence.
“Targeting way more than model consciousness, our actions are an instance of how we’re maximising the super world platform of F1 to drive reappraisal of Aston Martin amongst new audiences, infuse our merchandise with the game’s high-performance DNA and join our group by way of distinctive luxurious experiences.
“Data shows that our configurator traffic rises by 13% on F1 race weekends, compared to non-race weekends, a statistic which has been as high as 30% this season when Aston Martin has been on the podium. With our new Las Vegas Grand Prix configurator environment going live this week, we believe this will draw even further technology synergies between track and road while enabling our customers and fans across the globe to get a sense of the excitement in Las Vegas.”
Immersive content material kickstarts the Las Vegas Grand Prix.
As a part of Aston Martin’s Las Vegas Grand Prix partnership, Aston Martin illuminated an immersive commercial final night time on the brand new Las Vegas landmark, Sphere, which has been developed over months by creatives challenged to carry the thrilling nature of the model’s class-leading efficiency automobiles to life.
Visible from the circuit and repeated a number of instances every day till lights out on the first Las Vegas Grand Prix in 41 years, the participating 90-second sequence on Sphere commences by illuminating Aston Martin’s iconic wings earlier than introducing the Scarab Beetle – the inspiration from which the Aston Martin winged marque was born within the Thirties, on the top of standard Egyptology and representing new beginnings.
Seeking to interrupt free, the Scarab Beetle awakes onlookers by showing to ‘shatter’ Sphere earlier than a dramatic reveal of the Aston Martin Aramco Cognizant Formula 1 Team’s AMR23 racecar, which completes an exhilarating burnout, filling the floor with a layer of swirling smoke from its tyres. As the smoke clears, the world’s most influential luxurious SUV, DBX707, and the world’s first tremendous tourer, DB12, seem in what is taken into account the largest-ever digital show of a automobile. Utilising the most recent CGI know-how, the commercial provides the optical phantasm of depth inside Sphere, additional igniting the senses of onlookers with an genuine impression of Aston Martin’s high-performance merchandise on an unlimited, never-before-seen scale.
The most distinguished Formula 1 model activation
Marking the 1100th spherical of the FIA Formula One World Championship in Aston Martin’s one hundred and tenth anniversary 12 months, the Las Vegas Grand Prix will see the model’s largest-ever F1 advertising and marketing programme. 45 thrilling Hot Laps of the distinctive observe shall be delivered for attending celebrities and VIP visitors in DBX707 and the Vantage F1 Edition. More than 100 of the model’s loyal prospects may even be entertained every day of the occasion in a bespoke Aston Martin hospitality expertise.
The model curates an unique off-road DBX707 journey within the Nevada desert for these wishing to flee town. Starting with an unforgettable personal helicopter journey, providing a fowl’s eye view of the Las Vegas Strip Circuit, visitors shall be flown over the Grand Canyon in direction of the magnificent Valley of Fire State Park, the place they’ll really feel the drive of the world’s most influential luxurious SUV on an off-road driving route like no different, made up of gorgeous desert and purple rock surroundings.
From off-road to the observe, DBX707 shall be unleashed onto the all-new road circuit for an unique 15-minute demonstration following qualifying, showcasing the mannequin’s distinctive efficiency capabilities and the ever-increasing highway and observe relevance of Aston Martin’s high-performance merchandise.
Configurator innovation
For these not in attendance, Aston Martin illuminated the brilliant lights of Las Vegas to the screens of shoppers, followers, and supplier companions worldwide by introducing a brand new Las Vegas surroundings onto its award-winning on-line configurator.
Having change into the primary producer to permit prospects to digitally specify their mannequin within the environment of a Formula 1 pit storage earlier this 12 months, Aston Martin is now taking prospects to the observe, the primary time an F1 circuit is featured in an automotive configurator.
Situated on flip 4 of the road circuit, configurator customers are propelled into the guts of the Las Vegas Strip. They can create their very own intimately private Aston Martin alongside the official medical automobile of Formula 1, DBX707 and the official security automobile of Formula 1, Vantage, within the shadow of Sphere.
The configurator represents Aston Martin’s ultra-luxury technique, giving shoppers the last word sense of freedom and expression when customising their automobiles, together with by way of the Q by Aston Martin bespoke service. Recent years have seen vital progress, with a file variety of Aston Martin models bought with customized touches and components in 2022, representing a 51% year-on-year improve. Notably, the Americas is the quickest rising area for Q by Aston Martin, with 92% year-on-year progress in 2022.
Click right here to subscribe to our print version!
