Mercedes-AMG Petronas Formula One Team Partnership
In 2019, 160over90 helped Marriott renegotiate their existing partnership with Mercedes-AMG Petronas Formula One Team, Marriott’s first truly global partner.
Throughout the first year of the renewed partnership, 160over90 helped Marriott launch their brand new loyalty programme, Marriott Bonvoy, and announce The Ritz-Carlton as the Official Hotel Partner of the team. We worked with both brands to drive global awareness and shift brand perception through an ‘always-on’ strategy, including high-impact branding on the team drivers, personnel and cars, as well as memorable activations in key, under-served source markets across the globe.
We also helped the brands utilise their key partnership assets to create unparalleled experiences and access for their loyal members, who used their hard-earned Points on the ‘Marriott Bonvoy Moments’ platform to get closer to the team and F1 action than ever before.
The Moments packages included access to the team drivers, Lewis Hamilton and Valtteri Bottas, and senior personnel, a lap around the racetrack in a custom Mercedes-AMG GT R, VIP hospitality and prime views of the racing action, behind-the-scenes access, chauffeur to the circuit with one of the drivers and more.