In the spirit of the F1 season, which began on March 17, Marriott International has expanded its marketing partnership with Mercedes-AMG Petronas Motorsport to offer members of its loyalty programme, Marriott Bonvoy, exclusive access to unique experiences that tap on their passion for the sport.
The new agreement not only extends the marketing partnership of seven years, but also significantly expands it. For example, going beyond typical meet and greets to creating opportunities for members to spend time with the drivers in relaxed and luxurious environments.
Among some of the money-can’t-buy experiences on Marriott Bonvoy Moments – the travel programme’s experiential platform – that members will be able to bid on with their Marriott Bonvoy points are behind-the-scenes access with the team; visits to the team garage; helicopter flights over the circuit; and even a chance to be chauffeured by Lewis Hamilton and Valtteri Bottas to the circuit on race day.
“The extension proves that Formula One keeps growing as a marketing platform for leading global brands who want to further strengthen their brand awareness and value. In addition to access to a huge, global audience, F1 offers the possibility to deliver unique, once-in-a-lifetime experiences to partners and their customers thanks to the equally exciting and exclusive nature of the sport,” commented Toto Wolff, team principal & CEO, Mercedes-AMG Petronas Motorsport.
Under the terms of the multi-year agreement, Marriott Bonvoy will also become the racing team’s “Official Hotel Loyalty Program,” while The Ritz-Carlton, one of Marriott’s luxury brands, will become the team’s first ever “Official Hotel Partner.”