Atteline - DHL partnership with F1 case studies A
Atteline - DHL partnership with F1 case studies B
Atteline - DHL partnership with F1 case studies B

DHL

The 40 Decade Partnership with F1

THE BRIEF

For over four decades, DHL has been a cornerstone partner of Formula 1, ensuring the seamless relocation of race infrastructure across continents and enabling the timely commencement of each Grand Prix.

In 2023, DHL’s task was to enhance regional awareness of this enduring partnership, focusing on the Abu Dhabi Grand Prix. The goal was to craft a compelling narrative that showcased DHL’s critical role in the exhilarating world of Formula 1, while aligning with global key messaging and guidelines.

CHALLENGE

Despite the long standing relationship, there was a need to reinforce DHL’s role and visibility within the region. The challenge was to highlight the complexity and efficiency of DHL’s logistics operations to a broad audience, emphasizing their indispensable contribution to the success of Formula Objectives

  1. Increase regional awareness of DHL’s partnership with Formula 1.
  2. Highlight the logistical expertise and integral role of DHL in Formula 1 operations.
  3. Achieve a significant media presence and audience engagement.

THE DELIVERY

To bring this narrative to life, we implemented a comprehensive media engagement strategy that included:

  1. Exclusive Media Access: Tier-1 media representatives were invited to exclusive interviews with DHL spokespersons, providing them with unparalleled insights into the intricate logistics behind Formula 1’s global spectacle.
  2. Behind-the-Scenes (BTS) Events: Organized BTS events prior to select F1 racing events, offering media an immersive experience into the meticulous planning and execution required for each race.
  3. Strategic Press Releases: Distributed press releases to top-tier publications across the region, amplifying DHL’s partnership with Formula 1 and reaching a wider audience.
  4. Multimedia Content: Created engaging multimedia content, including videos and infographics, to visually represent DHL’s involvement and expertise.

KEY RESULT

  • Total Pieces of Coverage: 27 articles and features across online and print media.
  • Impact: The campaign generated a PR value of $252,900.00 and an AD value of $84,300.00.
  • Audience Reach: Successfully reached 40 million viewers and readers across online and print platforms.