Marriott Bonvoy hits the fast lane with F1’s Mercedes team in star-studded travel series

Marriott Bonvoy has teamed up with the Mercedes-AMG PETRONAS Formula One (F1) Team to launch "The secret concierge", a new social-first content series starring British comedian Jack Whitehall.

Created by OH SIX Agency and 160over90, the series follows Whitehall as an unconventional concierge tasked with curating bespoke experiences for F1 drivers George Russell and rising star Kimi Antonelli.

Each episode, guided by local creators, explores the culture of Formula One host cities through the lens of high-performance travel and Marriott’s signature hospitality.

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The series kicks off in Barcelona, following a teaser filmed in Monaco, where Russell is based. In the episode, Russell calls a Marriot Bonvoy secret concierge and lets him know that he has nothing booked for Barcelona, loves to eat tapas, the hotel needs to have comfy pillows and would love to see the sights of the city.

Whitehall then enlists creators @ItalianBach and @GeorgeClarkee to test drive the itinerary including checking out the hotel room. eating tapas from a local shop, driving through the city and viewing the Cathedral of Barcelona. Once tested and approved, the itinerary is sent to Russell who is seen packed and ready to catch his flight to Barcelona. 

Upcoming stops include Silverstone, Singapore and Las Vegas, with each episode inviting fans behind the velvet rope of the Grand Prix lifestyle and deep into Marriott Bonvoy’s global portfolio.

The collaboration with the team has been one of the most successful partnerships in the Marriot's sponsorship portfolio, said Andrew Watson, vice-president of marketing at Marriott International in a statement seen by MARKETING-INTERACTIVE. Watson said the F1 team had helped the hotel group to improve its brand awareness and perception, with an emerging fanbase of keen travellers.

"Being able to tell and amplify the travel story, through the lens of F1, where there are 24 global races, across five continents gives us new ways to connect with these sports fans and educate them on the value of Marriott Bonvoy,” said Watson. 

“Our collaboration with Marriott Bonvoy has continued to elevate the fan experience and bring people closer to the action. We’re proud to extend this relationship and explore new ways to connect with fans around the world through innovative content and unforgettable experiences," said Richard Sanders, chief commercial officer, Mercedes-AMG PETRONAS Formula One Team. 

"The secret concierge" will roll out across Marriott Bonvoy’s global social and digital channels starting this month. 

The F1 2025 race calendar kicked off earlier in the year with testing in Sakhir in February, and the first round in Australia in March. With the Canada grand prix coming up this week, the internationally lauded sporting event has since accumulated numerous partners. 

Most recently in May, it signed a multi-year global partnership with PepsiCo, bringing three of its flagship brands Sting Energy, Gatorade and Doritos into the fast lane of global sports marketing. 

The deal grants PepsiCo extensive rights across F1’s 21-race calendar and more than 200 broadcast territories, including trackside advertising, fan zone activations, hospitality packages, product exclusivity, and branded content rights. It also covers the F1 Sprint series and extends to the F1 Academy, with further details to be announced.

Other partners announced in recent times include entertainment giant Disney, advisory and tax services company PwC and pasta producer Barilla. 

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