Welcome
2019 Canadian Grand Prix
Welcome
2019 Canadian Grand Prix
2019 Formula 1 Grand Prix du Canada
June 7-9 | Montreal
It was a full weekend of customer engagement during Round 7 of the F1 World Championship where we welcomed 70 special guests from 14 different customer groups to experience the world's premier series of motorsport first hand. Activities started during the week with the unveil of #ShellHouse on the infield of the Circuit.
The Circuit has reported completely sold out tickets Friday through Sunday counting more than 310,000 attendees through the weekend. Scroll through the interactive recap to relive the best moments from the weekend.
Customer groups engaged
14
“I believe that this experience really brings to life the technical relationship between Shell and Ferrari in a way that an ad could not... The Track Lab scientists legitimized and deepened the claims. The depth of the Ferrari relationship reinforced the quality of the relationship and fuel.”
“Shell and Ferrari are working extremely closely together, which I did not expect coming to the team because before on a smaller team you don’t get to know as much what is happening with the fuel and oil. Coming to Ferrari, you can really feel the difference of working with a partner like Shell. There is a lot of performance you can gain from it and Shell is a great support for us.”
At Track Activation
#ShellHouse
At Track Activation
#ShellHouse
Integrated Showcase of Performance
Shell and Pennzoil opened their fan engagement space to much excitement on Wednesday morning with a special visit from 4-time F1 World Champion and Ferrari driver Sebastian Vettel and Ferrari newcomer Charles Leclerc. Members of Shell’s scientific team and mobile track lab also came by to provide the media insight into what goes into such an elite technical partnership between two leading brands. #ShellHouse was a new concept for Canada this year and hosted fan activities all weekend long.
060919Guest Experience
Guest Experience
060919Guest Experience
Guest Experience
VIP at the Canadian Grand Prix
Hospitality and Race Views
Top-tier hospitality, views and catering welcome over 70 guests at the Circuit Gilles Villeneuve throughout the weekend. Guests could relax in the shade, soak up the sun, enjoy first class food and beverage and enjoy the action from some of the best seats in the house. We hosted guests in both the Paddock Club and Elite Suites.
Our group was also among the first people in the beautiful new Paddock Club building in Montreal.
“Excellent service and very knowledgeable about the Ferrari Team.”
Paddock Tours and Access to the Ferrari and Alfa Romeo Garage
Friday, Saturday and Sunday, guests were offered the opportunity to join for a 30-minute tour of the F1 Paddock, Ferrari garage, Alfa Romeo garage and Shell Track Lab. This access is extremely exclusive in Formula 1 and we expanded it more than ever in 2019. We even were able to offer leadership and top customers the opportunity to watch practice and qualifying from inside the Alfa Romeo garage, something only a handful of people get to experience.
Guests gained insight into the extreme conditions F1 teams operate under. Members of the Shell Fuel Scientist team brought guests into the Shell Track Lab and told them all about their work, which is the first half of the Track to Road story.
“The overall experience, it was just amazing, from having appearances at the paddock, going to the garages, our view from the paddock, the welcome gifts, transportation.”
Ferrari Visits
Saturday and Sunday brought the race right to the suite where Ferrari team members came up to share more about the weekend preparations.
Transportation
Prior to arriving in Montreal, guests were sent branded and personalized emails letting them know of their many transportation options throughout the weekend. On Friday and Saturday, there were shuttles running every hour in the morning between the circuit and the hotel. On Sunday, guests had two morning options to arrive at the circuit and were all escorted back after in a safe manner.
Select VIPs hosted in the Elite Suites and Paddock Club were back downtown at the Westin Hotel within 30 minutes following the race.
“The [private] shuttle service after the race was great as it made it possible to leave the venue quickly and efficiently to get back to the hotel to thereafter catch a flight.”
Event Feedback
Event Feedback
Event Feedback
Event Feedback
Guest Feedback
In an effort to continually improve the guest experience, we surveyed the guests to get an understanding of how everything went during the weekend. We collected some excellent feedback and comments, summarized below.
“Everything is so well organized and planned out, it is a very enjoyable event to attend. Race day is great, lunch is served at the optimal time that provides enough time to relax and walk around, if wanted, prior to the start of the driver’s parade and race.”
guests more likely to use/recommend Shell products after this experience
80%
guests who rated their overall event experience as excellent
100%
guests who rated the shell event staff as excellent
100%
How effective do you think the Shell-Ferrari partnership is in generating incremental sales?
🏁"Long term relationship adds value when we tell the brand story."
🏁“I believe that this experience really brings to life the technical relationship between Shell and Ferrari in a way that an ad could not... The Track Lab scientists legitimized and deepened the claims. The depth of the Ferrari relationship reinforced the quality of the relationship and fuel.”
How has your opinion of Shell changed as a result of this experience?
🏁"Glad to be a partner."
🏁"Deepened it by experiencing the "story" as I was engaged the entire time"
🏁"No the same as I am proud of our company."
How can Shell take further advantage of their F1 Ferrari sponsorship in North America?
🏁“Earlier invitation [for customers] to book flights.”
🏁"Expand this level of service to other races."
🏁"Offer more opportunities for partners to experience races either with sales contests or CSI contests. Allowing other people to experience things like this."
For more information on these responses, or to see the full survey results, please don't hesitate to leave us your email in the box at the bottom of the page. We will get back to you soon!