Malaysia F1 targets more families this year

As the F1 in Malaysia draws close, brands such as title sponsors Petronas and several other brands, including the Sepang International Circuit (SIC), are getting their marketing tactics up and running.

According to the SIC, this year the race is targeted at families.

“In conjunction with the Malaysia Year of Festival 2015, we were inspired to make the F1 Grand Prix programme one that celebrates the position of the race as an event that is firmly embedded in the public consciousness,” said Tan Sri Mokhzani, Sepang International Circuit (SIC) chairman. He added that the marketing will be focusing on the family-theme to “draw them out of the living room into the high-octane atmosphere of the circuit itself.”

In a bid to attract more families, the race will see an earlier start time plus the earlier end for the after-race concert. There will also be a quieter turbo engines and more affordable ticket pricing. Meanwhile, the circuit will be transformed into a ‘F1 Carnival’ which features family and child-friendly activities to encourage families to make the race their weekend outing.

“The carnival event happening within SIC’s premises during race weekend amplifies the family fiesta atmosphere, with many entertainment and off-track activities – expanding the F1 experience beyond the race,” said SIC in a press statement.

Currently SIC’s roving F1 promotion team, the SIC Zoomers, are also now going all out with their road show featuring replicas of two Mercedes team cars. SIC chief executive officer Dato’ Razlan Razali said the initiatives were launched as the company “moves into the final phase of promotions” and marketing tactics to target families.

Meanwhile, over the last weekend, Petronas, the title sponsors of the F1 invited members of the Malaysian media and contest winners to get a ride on the Mercedes race cars driven by Nico Rosberg and Petronas Talent Development rider Jazeman Jaafar. The next round of PR stunt will see fans meeting drivers Lewis Hamilton and Rosberg this coming Wednesday.

“As title sponsor, PETRONAS has played a significant role in putting Malaysia on the world Formula 1 map and attracting fans from across the globe, while contributing to the socio-economic development of the nation,” said PETRONAS senior general manager, group strategic communications, Liz Kamaruddin. She added that the activities aim to bring Formula 1 closer to the people.

Also keeping to the theme of attracting families Airbnb also created an overnight experience where SIC’s Corporate Suite No. 9 was turned into a living space as part of the campaign.

Last year, former Prime Minister Tun Dr Mahathir Mohamad bemoaned the fact that Putrajaya and corporations did not help organisers of the Red Bull Air Race. He added that these events, the F1 race, the Tour de Langkawi bicycle race, LIMA and a host of other events earn the nation a lot of money, far more than the cost of holding this events.