Heineken: Las Vegas Grand Prix

Change Needed

We needed to deliver the PR launch of Heineken as the title partner of the Formula 1 Heineken Silver Las Vegas Grand Prix 2023, while driving wider Heineken awareness and excites Gen Z consumers.

The Idea

We created a series of launch assets for the announcement to add some colour and consumer interest to what would normally be a corporate announcement.

Working with Heineken USA, Heineken global and F1’s Las Vegas team, we sold into key media and drove awareness of Heineken as the inaugural Formula 1 Heineken Silver Las Vegas Grand Prix 2023.

Change Made

500+ total pieces of coverage

2.3BN total potential audience via PR newswire release

8 markets reached

15 broadcast coverage hits mentioning Heineken

6.9M estimated viewers