F1 looks to amplify brand presence across Singapore with street parties

The Grand Prix Season Singapore (GPSS) is upping its ante this year by taking the FORMULA 1 2019 Singapore Airlines Singapore Grand Prix beyond the track to four iconic locations for the first time. The race season from 13 to 22 September 2019 will feature precinct parties at Orchard Road, Clarke Quay, Kampong Glam, and Jewel Changi Airport.According to a press release, there will be a curated line-up of offerings at each precinct party that will give both locals and visitors the opportunity to “experience the unique characteristics of each location”.  The historic Kampong Glam precinct will present a showdown between Singapore’s best buskers in the Glam Voice! competition for music lovers, while Jewel Changi Airport will bring kid-friendly virtual reality and remote-control racing games for families.Activities at Orchard Road and Clarke Quay meanwhile, are positioned to appeal to shoppers and party-goers respectively. Besides retail and dining experiences, Orchard Road will feature live performances on the rooftop of Design Orchard. Bars and clubs at Clarke Quay will offer themed parties and promotions.Jean Ng, executive director, sports, Singapore Tourism Board, said the strong support of its stakeholders the 12th edition of GPSS will deliver more “dynamic and original” experiences that further set Singapore apart from other race destinations. According to her, this will further enhance Singapore’s appeal as a vibrant leisure destination.“We are also confident that extending GPSS into some of our most iconic locations will not only allow more fans, visitors, and Singaporeans to be part of the race excitement, but also drive awareness about our local offerings,” she added.[Showcase the outstanding events you’ve been organising to a panel of client-side judges and be recognised as the best at the Marketing Event Awards 2019, held on 13 September 2019 at the Fullerton. Book your tables here.]Additionally, the parties across all four precincts will feature “innovative race-themed programming” such as the Red Bull Pit Stop Challenge, which gives visitors a chance to experience what it is like to be an F1 race mechanic, and the BMWFestSG, which offers a carnival and joy rides. There are also McLaren racing simulator game and go-kart rides available.In-circuit concerts will see celebrities such as Swedish House Mafia, Muse, Red Hot Chili Peppers, Fatboy Slim and Gwen Stefani. Race ticket holders can also look forward to fringe acts and performances, as well as special GPSS discounts and offers at various participating attractions, museums, and dining and retail outlets.