As part of its wider partnership with Williams Racing, this year’s British Grand Prix saw Jumeirah host a top-tier journalist from Tatler for an exclusive VIP paddock experience at Silverstone, with the aim of generating awareness of the partnership, and of the benefits available to Jumeirah One members, while also driving coverage in a top-tier title.
Throughout the race weekend, VIP guests stayed at Jumeirah Carlton Tower, allowing for additional brand touchpoints to be incorporated into the experience, with the itinerary also incorporating a dinner at the recently opened La Maison Ani at the hotel. Media attended both the Saturday and Sunday of race weekend, with helicopter transfers to Silverstone arranged on the day of the Grand Prix to further elevate the experience. Highlights of the weekend included exclusive access to the Williams Racing garage during the race, as well as the exceptional dining experiences offered throughout, including a lunch by Tom Kerridge in the Williams Racing Team Motorhome, highlighting the warm hospitality that Jumeirah is renowned for.
Following the successful weekend, Tatler published a full-length feature on the experience, generating awareness of Jumeirah’s partnership with Williams Racing and highlighting the exclusive added value experiences available to Jumeirah One members. The Communication Group plc supported on all aspects of the event, from securing media to itinerary logistics in the lead-up.
