Formula One motor-racing team McLaren-Honda has agreed a year-long partnership with the British government’s GREAT Britain campaign, which aims to promote the UK internationally.
The deal covers the 2017 F1 season and the campaign will benefit from exposure on McLaren’s cars, with the ‘Innovation is GREAT’ message to be displayed at each race this year.
The partnership is designed to promote the UK as a place to visit, do business with, invest in and study in. The agreement comes after a successful run-out for the campaign at last year’s races in Mexico and the United States.
The partnership will include a series of activations around key races this year, including the Malaysian Grand Prix in October. Activations will focus on highlighting strengths in advanced engineering, technology, innovation and promoting the UK.
Mohammed Bin Essa Al Khalifa and Mansour Ojjeh, executive committee principals at McLaren Technology Group, said: “McLaren is a UK-based global sports and technology brand with a strong presence and following across the world that is synonymous with technology and innovation so partnering with the ambition of the GREAT campaign is a natural fit. We have some exciting plans for the campaign to be announced over the course of the season.”