Sensis, Australia’s leading marketing services company, has signed with the Australian Grand Prix Corporation (AGPC) becoming the first official marketing services provider, bringing digital innovation to the 2017 Formula 1® Rolex Australian Grand Prix this year.
Sensis will become the shared presenting partner of The Lounge – an exclusive hospitality space within the coveted Paddock Club playing host to a number of high profile local and international VIP guests, business customers and media.
This follows Sensis’ successful partnership with the Victorian Racing Club and front row Birdcage Marquee at the 2016 Melbourne Cup Carnival.
Sensis Executive General Manager, James Ciuffetelli said: “We are delighted to be partnering with the AGPC and excited to be delivering a digitally-led and innovative partnership.
“There will be trackside glamour, fantastic entertainment and premium hospitality – we’re creating a memorable experience for all our guests.
“In particular, we look forward to hosting and celebrating the achievements of our small and medium business customers who really are the life blood of the Australian economy.”
Key features of the Sensis Social Lab include interactive digital screens to engage guests and an exclusive rooftop bar overlooking the Albert Park track. Australian and international music artists and DJ’s will keep guests entertained with a music act featured each day by Sensis.
Australian Grand Prix Corporation GM of Sales, Commercial and Marketing, Corina Black, said: “We are excited to welcome Sensis as a partner of the 2017 Formula 1® Rolex Australian Grand Prix.
“By partnering with Sensis, we will have the opportunity to explore new technological applications to drive future initiatives and to enhance the customer experience at the event. We look forward to working with Sensis to deliver a highly successful 2017 Formula 1® Rolex Australian Grand Prix.”
Digital innovation will not be the sole domain of Sensis’ guests in The Lounge. The partnership will also give fans the opportunity to pre-order and pre-pay for beverages at key designated bars around the Albert Park Grand Prix Circuit using Sensis’ smartphone app, Skip.
The Skip app will be integrated across five bars on track: Legend’s Lane North Bar, Golf Course South
Bar, F1 Central Bar, Amphitheatre Bar and Prost Bar, allowing users to order ahead and skip the queues across the four days.
VIP guests, entertainment and ambassadors will attend across the weekend and will be announced in the coming weeks.
The Sensis Social Lab activation in The Lounge at the Paddock Club will be designed and orchestrated by creative event specialist, Valentina Jovanoska of The Valentina Group, who also led the design and management of the Sensis Birdcage marquee at the 2016 Melbourne Cup Carnival.