Seems like Mercedes driver Lewis Hamilton wasn’t the only ones celebrating after taking the lead over Ferrari’s Sebastian Vettel this race weekend. Organisers of the Formula 1 2018 Singapore Airlines Singapore Grand Prix were also celebrating as the race attained the second-highest three-day attendance in the race’s 11-year history.
According to a statement from GP, this reflects the continuing strong support for the event both from the southeast Asia region and the broader international market. “The eleventh edition of the night race has grown from strength to strength, with the Marina Bay Street Circuit opening its gates this weekend to over 263,000 attendees, an increase of 3.5% in average attendance over the past ten races,” it said.
Race promoter Singapore GP attributes this positive figure to the “buoyant profile” of Formula 1 and as well as the variety of products introduced this year, such as the new lifestyle facility called Twenty3, enhanced Paddock Club and hospitality suites, family-friendly initiatives such as Pit Stop @ Empress Lawn as well as entertainment, including Jay Chou, Liam Gallagher, The Killers, Dua Lipa, Martin Garrix and Simply Red.
According to statistics from Digimind, meanwhile public discussions around F1 in Singapore grew steadily between 14 to 16 September 2018, with approximately 74% of F1 related posts posted on 16 September 2018, when the final night race took place. Discussions by internauts focused mostly on the race itself, with racers Lewis Hamilton, Kimi Raikkonen, and Sebastian Vettel featuring prominently in public social conversations.
Consumer brands’ messages featured most prominently during the F1 weekend, include:
– Local bars like Harry’s publicising live screenings and drink discounts at selected outlets.
– Fast food chain KFC promoting the Tori Katsu Burger, a seasonal menu item in conjunction with the race.
– Walt Disney Studios calling followers who were cartoon fans, or with young children to “prep…for the Grand Prix season” by watching the animated movie Cars.
– Travel brand Expedia hosting a giveaway on Facebook; contest mechanics involved followers posting a comment with the birthplaces of five F1 racers.
– Race sponsor Singapore Airlines promoting the Singapore Grand Prix to their followers in Germany and France.
– Visit Singapore posting multiple photographs and videos of Singapore scenery, to showcase the garden city’s scenic sights beyond F1.
– Shopee publicising a weekend sale on Facebook, in conjunction with F1.