F1 Live

This F1 Live event brought high-octane action to London.

Image credit: Created and Produced by Velocity for Formula 1

More than 100,000 people flocked to Trafalgar Square and the surrounding area for F1 Live. This spectacular event brought the sights, sounds, smells and high-octane energy of F1 to the centre of London in the summer of 2017. It was the first time that all 10 teams had come together outside of a race weekend for an event. F1 Live combined an educational showcase, a concert with Little Mix and the Kaiser Chiefs, and a F1 display along Whitehall.

Key results

499

pieces of coverage

25m

views

17m

engaged on social

100,000

attendees

20

pieces of broadcast coverage inc BBC, CNN, RTL, Sky, ITV, ESPN

210

media & influencer attendees

What we did

City co-ordination

We supported the event delivery by working with organisers to develop a concept which brought new and old fans closer together when F1 Live took place in the capital for the first time. We assisted with complex processes – from road closures to working with Westminster City Council – to help make this event a great success.

We played a central role in the communications which were challenging given the event’s expected popularity and the unique and complex nature of all 10 teams driving during mid-week road closures in central London. It created a global conversation and benefitted Londoners of all ages with free-to-access content.

Watch the F1 Live in London highlights.