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2011 F1™ Shell Belgian GP

Case studies


Case Study 1: 2011 F1™ Shell Belgian Grand Prix
(Spa – Francorchamps)

ClientShell Brands International

EventF1™ Shell Belgian Grand Prix



Shell having decided to become the Title Sponsor for the Belgian Formula One GP, this was a great opportunity to leverage the sponsorship to reinforce their leading position in F1™ on a global level and to provide a platform for business initiatives in the neighbouring countries.

With the assistance of other contractors, Carbon has been asked to take the lead in organizing most of the activities related to this unique opportunity.


  Fully dedicated Special Hospitality area:  During 3 days, we cared for +/- 500 VIP guests per day, making sure that they would live a “money can’t buy” experience.

  Fully dedicated grandstands: as well for the VIP guests as for consumers having bought tickets at attractive discounted prices through the Shell network, we have cared for 2 fully dedicated grandstands enabling them to attend and follow the races in the best conditions.

  Set up and animation of a Trade Display in the Fan Zone. Different animations have been set up including:

     > 8 driving simulators
     > 1 pit stop challenge compatible Ferrari show car
     > Photo studio

  Design and production of the uniforms for the grid girls

     > Trophies
     > Track signage
     > Consumer promotion

For the first year, it revealed to be a huge success and we are already looking forward to make it even better for the next edition.