F1 glamour comes to Heathrow Terminal 5
|28 Jul 2011 2:22 BST||Back|
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Oil and gas brand Total has installed an experiential marketing stand in London Heathrow Terminal 5 for the whole of July, as part of its involvement in the 2011 Formula 1 season.
The experiential stand features the new Lotus GP team colours to tie in with Total’s partnership with the Lotus Renault GP team in this year’s Formula 1 season.
Blackjack Promotions designed, produced and installed the stand, which is part of a global campaign to build on Total’s F1 fan base, and coincides with the British Grand Prix at Silverstone on 10 July.
Brand hostesses tell visitors to the stand about the Formula 1 car and the Total brand and encourage them to immerse themselves in the F1 experience. This includes competing on a Scalextric Moonrace circuit, playing on race car simulators and surfing the Total and Lotus Renault GP websites using touch screens.
This is the second year the project has run in Terminal 5 and has been a hit with BA passengers.
Sarah Lewis, BAA commercial sponsorship and experience manager commented: “Once again the Total F1 activity is proving to be very popular with airport visitors. The interactive elements such as the Scalextric Moonrace and touch screens provide an excellent opportunity for a captive audience to interact with the Total brand.”