SUBJECT: 
F1 Consultancy
EVENT: 
ING F1 worldwide events and hospitality programme
LOCATION: 
Global
Date: 
From January 2007 (ongoing)
Client: 
ING
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BACKGROUND
 

At the end of 2006 ING approached us to discuss their hospitality plans in relation to their three year title sponsorship of the Renault F1 team, and we were subsequently invited to take the lead in designing and implementing the events and hospitality arm, of their global F1 sponsorship activation campaign.

Our role was to provide strategic consultancy and operational support through the project management of their central events, logistics and hospitality programme and in doing so to deliver their brand message powerfully to each and every, client, VIP, media guest, partner, prospect and employee at every event on the F1 calendar.

Since this time, ING’s association with the Formula One has come to be regarded as one of the most successful sport sponsorship activations of all time and has been responsible for generating a measurable positive shift in terms of brand awareness in the consciousness of their global audience. BSL are immensely proud be a major contributor to this outstanding success.

 
OUR RESULTS 
 
By the end of the 2008 Formula One season, in partnership with ING, BSL had:
 
  •  Taken the strategic and operational lead on the events and logistics programme at 14 out of the 18 Grand Prix
  • Booked some 4,300 room nights around the world
  • Managed the hotel accounts within 11 five, and 9 four star hotels
  • Ticketed approximately 7,800 ING guests
  • Hosted guests in over 16 trackside hospitality suites
  • Including hosting over 1,350 people in the Formula One Paddock Club or similar premium facilities
  • Coordinated 28 driver interviews and Renault ‘special appearances’
  • Event managed 7 showcase ING parties for more than 2,000 guests
  • Ran a fleet of ING branded vehicles as well as planning and coordinating every one of their 1,800 journeys (close approximate figure)

 

<< BACK TO: F1 Consultancy

 

SUBJECT: 
Corporate Hospitality
EVENT: 
The 'Home' Grand Prix
LOCATION: 
Spa Francorchamps, Belgium
Date: 
2005, 2006 2007 & 2008
Client: 
Toyota Motor Europe
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BACKGROUND


Since the creation of the “Home Grand Prix” in 2002, Toyota Motor Marketing Europe has tried to offer its distributors a one-stop shop, for all their F1 corporate hospitality needs and BSL has been their chosen supplier. The Home Grand Prix was created to give Toyota distributors a chance to invite suppliers and customers alike, to share the Toyota F1 Experience in a style not offered by other manufacturers and also in a highly cost effective way.

 

Despite the varied and challenging nature of every event we have ever managed for Toyota, none represent a greater challenge than the Home Grand Prix

 

TYPICAL EXECUTION STATISTICS

 

  • Co-ordination of orders and ticket allocation for 2,400 guests of 13 different nationalities over 3 days
  • Design and preparation of “Turn-Key” programmes including flights, hotels, evening activities, restaurants and ground transportation for over 300 guests
  • Site selection and co-ordination of structure, layout and interior of exclusive Toyota Hospitality suite with 1,200 guest capacity
  • Pre-event and on-site co-ordination of menus, catering team and service staff including a three-course served lunch
  • Organisation of Toyota F1 driver appearances and interviews
  • Co-ordination and on-site technical support for equipment such as plasma screens, replica F1 car etc.
  • Sourcing of grandstand for 1,200 guests and seating plan
  • Selection of conveniently located parking for coaches, cars and VIPs
  • Design, supply, allocation and distribution of over 2,000 gift bags to 14 different destinations 6 weeks prior to the event (including ticket holders, earplugs, wristbands, caps, bags, polo shirts of correct sizes etc.)
  • Staff sourcing, management and co-ordination of all on-site activities
  • Co-ordination of post event information packs and guest feedback analysis
  • Organisation of special Saturday night F1 party, attended by all F1 press, team principles and Formula One Management
  • Full budgetary control

 

RESULTS


The after event feedback for the 2008 was broken down as follows:


87% Excellent 12% Very good 2% Satisfactory

 

 << BACK TO:  Corporate Hospitality

 

 

SUBJECT: 
Corporate Hospitality
EVENT: 
The British Open Golf Championship
LOCATION: 
British Isles, various
Date: 
July 2005, 2006, 2007, 2008, 2009...
Client: 
Lexus
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BACKGROUND

 

The British Open Golf Championship, is the oldest of the four major championships in professional golf which takes place annually on one of nine historic links golf courses within the British Isles; consequently it is one the most prestigious sporting events in the world. As patron and official car supplier of The Open, Lexus are fully exposed to their key clients and critical prospects for the full duration of the event and rightly expect a platform of flawless hospitality from which to entertain them.

 

It is against this backdrop that BSL were first invited to look after all Lexus’ corporate hospitality at the event in 2005, a rolling contract that we are proud to have retained for the past 5 years.
 
 
TYPICAL PROGRAMME
 
 
  • Pre-event administration and ticketing for 500 guests over 4 days
  • Full project management on all corporate hospitality areas including 3 hotels and the patrons hospitality marquee
  • On-site management for the operation within the patron’s hospitality marquee including guest hosting, technical delivery, find-dining catering service, special guest appearances and all guest services
  • Guest logistics from airport to hotel to event and in reverse
  • Management of all ad hoc requests, restaurant bookings and leisure requirements including the on-site client golf bookings coordination
  • Coordination of all hotel arrangements
 

BACK TO >>  Corporate Hospitality

 

 

SUBJECT: 
Logistics
EVENT: 
Singapore GP 2008
LOCATION: 
Singapore
Date: 
Friday 26th to Sunday 28th September 2008
Client: 
ING
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BACKGROUND

 

The inaugural Singapore Grand Prix and first night race in Formula One history was the most eagerly anticipated race of the 2008 calendar, consequently the interest by the ING businesses in the Asia region was unprecedented. As a result, this race was our biggest logistical challenge of 2008, not only in terms of the massive scale of ING’s hospitality programme and the fact that all elements of the race, timings and wider-organisation were unknown to us, but because the race was to take place on the streets of Singapore’s busy Marina Bay area meaning that key roads and access points would be blocked off throughout the weekend.

 

EXECUTION STATISTICS

 

• 370 ticketed VIP guests per day over 3 days in the ING premier hospitality suite
• 2,970 grandstand guests in 3 grandstands over 3 days each with lunch voucher and gift pack
• A VIP brunch event for 800 people in the world renowned Raffles Hotel
• A seminar for 200, press briefing, 3 client dinners
• 1,015 guest room nights in 5 star accommodation
• 589 guest room nights in 4 star accommodation
• Precision coordination of 17 identical ING branded MPVs with ING uniformed drivers
• Coordination of 11 full size ING branded coaches each running on a 12 hour loop over 3 days
• Ticketing, guest information dissemination and administration for all guests according to the above statistics
• 3 day programme of garage tours, driver appearances and special F1 events at various on and off track locations

 

RESULTS

 

“A huge well done and thanks to each and everyone one of you for a stunning job! Make no mistake – this was a HUGE event & probably the biggest - in terms of investment by one company- that many of us will ever experience…the weekend was nearly flawless… for me this was the best and most rewarding part about the whole event- Fernando’s win
was pure fluke!

I’m really proud of the team we have in you guys – it’s certainly the best I’ve ever worked with”

 

Jeremy Scoones

Head of Events and Hospitality
ING F1 Programme

 

BACK TO >>  Logistics

 

 

SUBJECT: 
Sponsorship Management
EVENT: 
TDK Cross Central Dance Festival
LOCATION: 
London
Date: 
2004, 2005, 2006, 2007
Client: 
TDK
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BACKGROUND

 

BSL have been working with TDK, the leading international brand in electronics and recording media, since the mid 1980s when we supported the management of their world music tours with the likes of Tina Turner, Janet Jackson, Phil Collins and Paul McCartney. More recently, TDK have taken a more cutting edge approach to their sponsorship activities with an activation campaign that has included a pan European world tour for the Ministry of Sound and Paul Oakenfold, as well as the creation of the now legendary TDK Cross Central Dance Festival, in which BSL had a major role.

 

BSL’s role with Cross Central involved negotiating the sponsorship deal, inputting to the artist line-up, and helping TDK manage the exploitation of sponsorship internationally. The annual 3 day event (which took place over 4 years from 2003), involved over 100 live acts and DJs on 5 different stages and total audiences in excess of 15,000 at each event.

 

TDK engaged in this activity to achieve exponential value of media coverage related to investment and successfully did this to the order of a ten-fold uplift. TDK Cross Central drew to its natural conclusion in 2007 due to the redevelopment of Kings Cross, but the ongoing presence of the TDK brand in the minds of a younger, more technologically savvy generation is the legacy of this awesome event- described in one review as “the closest thing to music heaven that you can find on earth”.

 

BACK TO >>  Sponsorship Management

 

 

 

SUBJECT: 
Event Management
EVENT: 
Indian Empress F1 Boat Parties
LOCATION: 
Monaco, Turkey
Date: 
2007, 2008, 2009
Client: 
Kingfisher Airlines and Force India F1
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BACKGROUND

 

Of the many hundreds of events that BSL has managed over the years, none top the glamour charts more than the star-studded parties that have taken place on board the Indian Empress. The super yacht, owned by Indian business baron Dr Vijay Mallya, is one of the largest privately owned yachts in the world, and it is on this sensational vessel against the lights of the Turkish Bosphorus and Monaco harbour that BSL has planned, managed and delivered 7 massive events since 2007, that have come to be associated with the hottest party ticket in the F1 calendar.

 

BSL’s role in the delivery of these parties has been comprehensive, from designing the invitation, managing the guest list, DJ and entertainment line-up, to production and stage-management. Amongst the great good: Jay-Z, Flavio Britaore, Prince Albert of Monaco, Bernie Ecclestone and the full assembly of F1 drivers, with DJ’s that have included, Norman Jay, David Morales and F1’s own Sakon Yamamoto.

 

RESULTS

 

“I would like to congratulate you for the wonderful team that you have…The events managed by your team in Monaco for the past two years have set the high standard of parties within Formula One.”

 

Vijay Mallya

 

CEO Kingfisher Airlines

Team Principal Force India F1

 

BACK TO >> Event Management

 

 

 

SUBJECT: 
F1 Marketing Consultancy
EVENT: 
Toyota F1 Pit Stop Challenge
LOCATION: 
Pan European and Asia
Date: 
From 2006
Client: 
Toyota Motor Europe
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BACKGROUND

The Toyota F1 Pit Stop Challenge is a totally mobile, fully interactive marketing and PR tool. The event is based around the idea of the general public being invited onto the stage, 12 people at a time to make up four teams of three people. These teams then compete against each other to be the fastest to remove and replace a tyre on an F1 car. BSL strive to make the event as fun, efficient and realistic as possible. We are involved in the event from the refinement and engineering of parts such as the wheel nuts, to the training and event long supervision of the mechanics who intern instruct the public and supervise their safety.

The PSC has proven to be hugely successful attracting crowds where ever it goes. The good will the event creates is palatable, huge smiles and big cheers are the norm. While the event operates at capacity without incentive, BSL also arrange prizes. In Covent Garden London this year we gave away 12 British GP tickets and some 50 Goodwood Festival of Speed tickets.

Having already successful visited Barcelona, Istanbul, Paris, London, Goodwood Festival of Speed, Budapest, Valencia the PSC has already seen over 15,500 members of the public take part in 2009. And with Frankfurt and return visit to France yet to come the show is still going strong. The Event is also often used as a staging ground for Toyota F1 Driver media interviews and signature opportunities for the public.

SUBJECT: 
Event Logistics
EVENT: 
The Etihad Airways Abu Dhabi Grand Prix 2009
LOCATION: 
Abu Dhabi, UAE
Date: 
2009
Client: 
Abu Dhabi Motorsport Management
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2009 saw the first Formula 1 race ever in the United Arab Emirates. The spectacular Yas Marina Circuit was the venue for this inaugural event and showcased a state of the art facility bringing together a new era in Formula 1 circuit design. BSL were privileged to be awarded the contract to develop the traffic and transportation plan for 15,000 VIP guests per day during the race weekend. A huge event by any standard, BSL took it on and made it a huge success for all involved. This was our biggest challenge to date and established us as experts in the field of large scale event logistics.
 

  • Development and implementation of the traffic and transportation plan through to execution with regular presentations to boards and Royal Family representatives
  • Procurement and management of 100 VIP branded cars, 100 VIP branded coaches and 350 VIP uniformed drivers
  • Sourcing and management of 50 supervisors and coordinators for staffing of multiple VIP hospitality areas and car park management
  • Movement and coordination of 15,000 VIP guests per day including nightly concerts for up to 35,000 people
  • Organisation of team and sponsor transportation requirements
  • Supervision and coordination of helicopter transport operations for VVIPs and Royal Family
  • BSL staff working alongside ADMM at their Yas Marina Circuit office with a back up team in the UK
  • Production of detailed post event reporting material and advisory recommendations for the future
  • Budget control

 

 
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