HILTON HOTELS
F1 Las Vegas Grand Prix
The Challenge
R&CPMK was tasked to secure celebrity attendees, surprise and delight talent, as well as a well-known artist to perform at Hilton’s “Stay on the Grid” three-night experience.
2.3B
Reach Across Social and Media Placements
17.9M
Social Following Across Celebrity Attendees
60
Media placements
The solution
Hilton Hotels utilized the debut of the Formula 1 Las Vegas Grand Prix as an opportunity to garner the spotlight and showcase why they are the go-to hospitality group, offering unique access and once-in-a-lifetime experiences to each guest.
In partnership with McLaren Racing, Hilton hosted the exclusive “Stay on the Grid” experience at the Virgin Hotel, a Thursday to Saturday night party in an indoor-outdoor club setting, only open to its Hilton Honors members. The “Stay on the Grid” experience offered members exclusive perks inside the party such as glam touch-ups, F1 simulators and on oxygen bar, as well as daytime events such as a meet & greet and Q+A with McLaren driver Lando Norris.
For the race weekend, R&CPMK secured surprise and delight performances such as an Elvis impersonator, magician and cirque-du-soleil contortionists, always on DJ’s , celebrity attendees Jamie Chung, Matthew Noszka, Darren Barnet and Lupita Nyong’o, as well as the biggest Saturday night performance led by ZEDD. Each celebrity attendee was contracted to post on their social channels as well as participate in a video recorded interview sharing why Hilton is their go to hotel for the race weekend.
The impact
The social and media coverage for the event reached an audience of over 2.3 billion, boasting Hilton into the Formula 1 scene as the go-to hospitality group during the weekend’s events. All celebrity attendees throughout each night’s events had an overwhelming positive response after spending a night with Hilton executives, and most attendees stayed longer than their allotted appearance time, making the event their entire night.