At Abu Dhabi Grand Prix

The Inaugural 2009 Formula 1 Etihad Airways Abu Dhabi Grand Prix produced a spectacular finale to the 2009 Formula 1 season and behind the scenes its success owed much to the support that many local organisations received from KHP Consulting.

 

KHP Consulting is a multi-service international agency that has pretty much cornered the market in providing a turnkey start-up package for new Formula 1 venues, having previously provided extensive support to race organisers in Bahrain, China and Malaysia, as well as acting as consultants to more established venues in Europe.

“Our remit was simple – to bring F1 to the people of Abu Dhabi and the UAE, helping them understand and connect with a sport that is new to this country, “said KHP Consulting CEO, Katja Heim.

With 25 years experience in Formula One and F1 Grand Prix venues it is not surprising that KHP worked on different fronts in Abu Dhabi promoting and explaining the sport at a local level, in a part of the world that has not strong tradition in motor racing; activating the Grand Prix across the four Abu Dhabi Airports with a ‘Your Gateway to Racing Hearts’ brand communications campaign.

And, finally working with the Grand Prix promoter ADMM on the management of the race and on creating added value entertainment programs for the visitors of the various F1 Villages around the circuit.

KHP’s effect was witnessed from the moment visitors stepped foot in Abu Dhabi where the branding campaigns was supported by activity zones done at the airport. 

Giant sand sculptures of racing cars, a replica of a Formula 1 car being painted by celebrated Emirati artist, Khalid Mezaina, graffiti artists encouraging travellers to try their hand at F1-themed graffiti on giant canvases, a children’s area, a video installation and hugely popular, the Experience Zone where travellers could try training techniques used by the race drivers.

“Abu Dhabi Airport looked simply stunning, with innovative ideas that could not fail to be noticed by travelers passing through it,” commented John Stent, the CEO of Abu Dhabi Airport Company.

An initiative known as “Yasalam,” which translates as “Fantastic!” ran for one month in the build up to the Grand Prix, aimed at educating the Abu Dhabi community. Working in conjunction with Abu Dhabi-based event agency, Flash Entertainment, KHP Consulting could rely on many years experience in developing community led programmes to tailor the experience to suit this new audience.

Film shows and live events, with local artists painting F1 cars in and around the city, culminated in a two day Mastering Motorsport seminar for around a thousand students, run with support from several Formula 1 teams.

Younger children, the spectators and race fans of the future, were encouraged to get involved in painting, photography and creative writing projects linked to the Abu Dhabi Grand Prix, thus fostering a sense of pride in the fact their country was hosting a Formula 1 race.

khp consulting is one of the industry’s most respected sports marketing and sponsorship agencies, offering a wealth of experience within Formula One and motor racing, and across other sporting and non-sporting projects.

Founded in 1985 by Katja Heim it now has offices in London, Munich, Abu Dhabi, Bahrain and Qatar that work to deliver integrated campaigns for global and domestic brands, governing bodies, event hosts, circuits and promoters.

khp is a genuinely multi-discipline agency, with highly awarded services that include PR and communications, event management, hospitality programmes, sponsorship consulting, brokerage and activation.

In addition, khp offers specialist consultancy to motor racing circuits to assist the successful planning and delivery of both a Formula One Grand Prix, and year-round commercial activation programmes.

The khp client portfolio includes: Bahrain and Abu Dhabi International Circuits, Casio watches, ASPIRE academy, McGregor clothing, Bahrain International Airport, Nestle, Union Properties, F1 in schools, BMW Oracle Racing, Credit Suisse, Gulf Finance House, internet provider wi-tribe and a 24 year association with Hockenheim.

source: Patricia Caspar, KHP Consulting