Abu Dhabi launches global promotion of F1 Grand Prix

The Abu Dhabi Tourism & Culture Authority has kick-started a global campaign to promote the Formula One Etihad Airways Abu Dhabi Grand Prix, to be held in Abu Dhabi.

Travel News has reported that the promotional campaign, a global tour spanning seven countries, has been designed to attract the maximum number of tourists for the event, which is scheduled for November 2 to 4 at the Yas Marina Circuit. Etihad Airways, the UAE’s national carrier, is the event’s headline sponsor. Along with other sponsors, the firm is to use the tour to promote the event to international tourists.

The tour, a destination-themed summer programme, packs many international events into its itinerary and will allow tourists to visit the final two Volvo Ocean Race stopovers. Other important motor-sport events, specific to the countries that will be visited, will also be included in the travel plan. The tour is to cover the UK, Germany, Saudi Arabia, France, China, Australia and Russia. Many local motor-sport events in Abu Dhabi could also be added to the itinerary.

Other key Abu Dhabi sports sponsorships are already underway, including English Premier League Club, Manchester City’s summer tour of Asia, with TCA Abu Dhabi as the headline sponsor.

Nick McElwee, director of sales and marketing, Yas Marina Circuit, said, ‘Historically, one-in-five Abu Dhabi Grand Prix ticket-buyers have been non-UAE residents. This year, as part of collective efforts with key stakeholders to further build the event’s international profile, we have evolved our sales strategy to encompass wider destination marketing alongside generic race promotion.’