For its first year as the official coffee partner of the 2023 Formula 1 Rolex Australian Grand Prix, Lavazza ran a multi-pronged marketing programme spanning parties, influencers, a branded trackside space, at event logos and, of course, plenty of coffee
To start the three-day race weekend activation programme Lavazza hosted a suite of VIP guests as a major party of the ‘Glamour On The Grid’ party – one of Melbourne’s most exclusive, red carpet, invite-only annual parties attended by stars of film, fashion, entertainment and sport.
The brand’s VIPs and influencers amplified the GP tie-up through organic social media content.
This was followed by the Italian coffee giant’s main at-track initiatives which included activating its rights as official partner of the exclusive Albert Park enclosure ‘The Atrium’. The branded unique space featured a private trackside garden and views of the Walker Straight for fans and guests to enjoy with their coffee and expresso martini.
Plus the brand ran a fashion-focused, paid-partnership with Aussie model, food blogger and influencer Katianna Velos and Olivia Molly Rogers, alongside a team of other race-linked influencers such as Brooke McAuley, Cheryl Law and Sammy Newts.
Plus, all 400,000-plus racegoers were able to enjoy the Turin-based brand’s ‘premium barista-brewed coffee’ (the brand served up serve more than 50,000 coffees across the three days) at its Lavazza Cafes located across the Albert Park track for the three-day weekend.
According to Lavazza APAC Marketing Director Mimmo Orlando, the brand has long been a supporter of events that represent sporting and lifestyle excellence.
“For us, the Formula 1 Australian Grand Prix has that in spades, growing in momentum year-on-year,” explained Orlando. “We are excited to be providing fans with coffee throughout the event and to be a major partner of Glamour on the Grid. Over the course of the event, we are expecting to serve over 50,000 coffees – everything from luxury coffee cocktails to perfectly made espressos.”
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Lavazza’s 2023 official coffee deal saw it replace previous incumbent and Melbourne-based coffee roaster St.ALi.
The grand prix partnership added an additional flagship property to Lavazza’s sports sponsorship stable which also includes sponsors of the French Open, Wimbledon and the US Open tennis tournaments (three of the four tennis grand slams), as well as football tie-ups with teams including its home town Juventus, plus Amsterdam’s Ajax and London’s Arsenal Ladies, as well as with horseracing’s flagship flat meeting Royal Ascot.
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