By once again committing to a multi-year extension, McLaren Racing and Hilton are also able to continue developing and innovating their joint activation programme of unique content. Most recently this included the popular “Ride to School with Lando” feature, which became one of McLaren’s top five most viewed Instagram grid videos with more than two million views. The film featured a boy being chauffeured into school by McLaren F1 driver, Lando Norris after his dad won the trip via his Hilton Honors membership.
Hilton branding will continue to be carried across the McLaren F1 race cars from 2022 onwards.
Zak Brown, CEO, McLaren Racing, said:
“We are delighted to extend our partnership with Hilton, a long-standing and supportive partner of the McLaren Formula 1 team. Hilton is a global brand which excels in providing the best experiences across travel and adventure for its customers. As part of the partnership, we will continue to produce collaborative campaigns that bring together our aligned approach to travel and experience for customers and fans around the world.”
Chris Silcock, EVP and Chief Commercial Officer, Hilton, said:
“Our partnership with McLaren allows us to offer once-in-a-lifetime experiences to our Hilton Honors members and to create authentic and engaging content. As brands, our aims align on innovation, culture and performance, so it’s exciting to be extending our long and successful partnership. We also take pride in showing our commitment to offering the warmest Hilton welcome, by providing a home away from home for the McLaren race team when they’re travelling around the globe.”
Facts and Figures – a 16-year partnership
- The partnership allows Hilton to provide unique experiences to Hilton Honors members with a total of 17 million points redeemed by members in 2021 on McLaren experiences
- The McLaren team stay in Hilton hotels across 13 Grand Prix race locations, including recently Hilton Doha and Jeddah Hilton Hotels
- Content with McLaren drivers is popular with Hilton and McLaren audiences – the most recent feature, Ride to school with McLaren F1 driver Lando Norris has been viewed over two million times on YouTube