FHM, IndoChine sponsor F1 powerboat event

Men's magazine FHM, IndoChine Wine Bar & Restaurant and TTS Eurocars were amongst the official partners of the recent F1 Powerboat Grand Prix at Marina Bay, with each capitalising on the world-class positioning of the event to further their respective brand messages. 

"The Powerboat Grand Prix was a great fit with the brand -- the mix of thrills, speed, fast machines and women was definitely very FHM," said Conrad Chua, Marketing Manager for FHM at MediaCorp Publishing, adding that the event also offered a great opportunity to reinforce the FHM brand to a core audience of males aged 19 to 35 and offer them "new and exciting experiences". "Part of our objective in working with F1 was also to capture the attention of potential advertisers and working partners," he added.

This year's partnership marked the magazine's second outing with F1. The 2005 event also featured outdoor dance parties and land sports such as motocross displays. 

FHM on-site branding in the F1 Village at Marina Bay included nine large banners at various strategic locations, the presence of the FHM Race Queens, the magazine logo featured prominently on three F1 powerboats, amongst others, and a 20ft x 20ft FHM tent positioned near the VIP section and the winners' podium. Visitors were also plastered with FHM stickers to ensure high visibility throughout the event grounds.