 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
ING Formula 1 Gala Party
Background:
In their first year as an elite sponsor of Formula One racing worldwide, ING identified the Chinese Grand Prix
as a major hospitality destination for the execution of its sponsorship. As such, S2M was recruited to be its
on the ground agent to arrange and execute the hospitality program for 600 of the banks top clients from
across Asia.
Challenge:
With so many guests coming from so many different business groups, S2M had to find a way to manage
expectations on all sides while still delivering a premier event. From coordinating airport pick ups for 600
guests coming from all over the region, to managing extensive cultural differences, to arranging the gala
party on the eve before the race, S2M needed to show strong communication first and foremost. Specific
responsibilities included arranging full transportation for all guests throughout the weekend, executing race
weekend activities for guests and spouses, and organizing and hosting the gala party for all guests the night
before the race.
Result:
The event was a resounding success with every ING guest leaving Shanghai with great memories of the 2007
China F1 Grand Prix and a new appreciation for being an ING client.
