Welcome

Montreal | 2022 Grand Prix du Canada | June 17 - 20, 2022

As a business reward for outstanding sales achievements in the Shell Global Stellantis Promotion, we put together an unforgettable weekend to celebrate their achievements. Guests were fortunate to join us from all over the world for the ultimate experience at the F1 2022 Canadian Grand Prix in Montreal, Quebec. We brought together Shell leadership, fellow dealers and Stellantis representatives from all over the world to celebrate a Shell Global Stellantis Promotion.

Communications

Once guests were approved and winners were verified, we built a stream of personalized event communications in multiple languages to share the details for the weekend ahead. Communications began in March 2022 and ran periodically until the event weekend in mid-June.

Custom Brand Development

We partnered with a creative agency to develop a custom brand for the entire experience. The brand was felt in pre-event communications, onsite at the hotel, onsite at the race track, on the weekend lanyards and VIP credentials and at each dinner experience. The materials were presented in English and French and allowed for a nice backdrop for guests to align with throughout the weekend.

City Guide and Agenda

The weekend agenda and city guide to Montreal was made available via email and a custom QR Code on the back of each VIP credential. The agenda included our entire weekend of events and transportation details in three different languages. The city guide provided context to Montreal, F1, Shell’s history in racing and also provided guests with recommendations of things to do in their free time.

The content was all custom-built for the guests of this event.

VIP Credentials

Each guest was given a VIP credential to carry with them throughout the weekend, serving as their access point to all of our planned activities. The lanyards also made for quick connections between the guests as the sharp branding could easily be spotted and connected to.

Custom Gift Baskets

As a surprise for each guest after dinner Friday night, we dropped a gift basket curated with some goodies ranging from a Ferrari hat and tumbler to local beer and snacks famous in Montreal.

A Weekend Full of Exciting Experiences

The weekend's main entertainment was the 2022 Grand Prix du Canda making a return to action for the first time in three years. Our guests had Elite Suite access that placed them 10 meters away from pit-exit with excellent Turn 1 and 2 views of the action. However, we didn’t stop at the race track activities. Each night provided guests with a unique and remarkable dinner experience to get their celebrations started.

Every morning from Friday to Monday throughout the weekend, we had a private space in the hotel where guests could enjoy catered breakfast, snacks, and have a place to lounge and connect with each other.

Friday Night Dinner at Crew Collectif

Our first official event was held a short walk from our host hotel at a private, fully rented out former Bank of Montreal headquarters. Shelly Hubbard provided the opening ceremonies of the weekend that also featured short presentations from Steve Reindl and Jim Kiritsis from Shell and Stellantis respectively.

Guests were also treated to professional race car driver and motorsports TV analyst, James Hinchcliffe giving a brief version of his personal and professional story. Shelly led the program that proved to be a talking point for guests all weekend long.

Saturday at the Track

Guests were given multiple transportation options to head to Circut Gilles Villeneuve at their leisure. They were welcomed with food catered by The Fairmont Hotel, beer, wine, coffee, tea and snacks throughout the day. The day was a bit cold and rainy, but it didn’t deter guests from enjoying F1 practice, qualifying and Ferrari Challenge support race action.

Saturday Dinner

After guests returned from their day at the track, we took a short shuttle ride over to the weekend’s gala dinner at Cirque Eloize. Guests were brought front and center to some of the most impressive acrobatic and artistic performances of all kinds that fully celebrated the culture of Montreal. The entertainment provided an excellent backdrop to business discussions, delicious food, and some great fun.

Sunday track race day

The sun came out for us on race day and guests enjoyed a thrilling event from the Elite Suites. James Hinchcliffe joined us in the suite and mixed and mingled with guests all day long where they could ask further questions and learn more about what it takes to race at the highest levels.

At the post-race, we provided can’t-be-bought VIP transportation for select guests that had them back at the hotel within 20 minutes of the race ending. Because we had a big group of guests, we treated them to a happy hour after the race while they watched the podium celebrations and relaxed while the lines to exit died down.

Sunday’s Taste of Montreal Dinner

We had one last treat for our guests after their return from the race. Back at our host hotel, we decorated the 9th floor for a full takeover that served as a casual Taste of Montreal dinner. Guests came and went from 7pm to 12:30am and enjoyed seeing an F1 showcar up close, got their hand at realistic driving simulators and enjoyed photos from the weekend shown on the big screen.

After a full weekend of meeting each other, Sunday provided final gratitudes and connections for people to enjoy and take with them back to their home countries.