EMC2 & Lotus

Canary Wharf, London, 2013

To launch the partnership between EMC2 and the Lotus F1 team, GP Management organised a true spectacle, racing a Lotus F1 car through the streets of London. While select guests watched in person, it was broadcast to millions more, who were captivated by the Lotus’ journey through Canary Wharf.

The Brief

EMC2 wanted to launch their sponsorship of the Lotus F1 team in spectacular fashion and generate excitement about the forthcoming British Grand Prix. They asked GP Management to create a memorable event to captivate F1 fans around the world. It also needed to tie into Race Week - our London motorsport festival - as EMC2 sponsored the event as part of the activation of their partnership with Lotus.

The Event

We proposed an awe-inspiring demonstration of what it would be like to host a Grand Prix in the UK’s capital. Through our unrivalled connections, we were able to close Canary Wharf and race a Lotus F1 car through the deserted streets. EMC2 brought ten key clients and staff behind the scenes, and we ensured they caught all the action.

GP Management took control of every element of the event, from the initial idea through to implementation. We arranged the road closures, conducted negotiations and organised the filming and broadcast of the stunt. Working closely with the broadcaster, we were able to reach 30 million people around the world with our film of this exceptional event.

The Client Perspective

“GP Management really over-delivered. It was so great to be involved in such a unique and exciting piece of content.”

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