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June 16-18, 2023 | Montreal

We hosted 88 customers from 26 customer groups for a wonderful weekend at the 2023 Formula 1 Grand Prix du Canada. The weekend featured multiple hospitality experiences, loyalty reward celebrations and a very special dinner on Saturday evening bringing everyone together across Shell leadership and customer groups.

Weekend Long Customer Engagement

This year’s event focused on customer engagement. We made it a point to develop platforms for the team to engage customers in different settings throughout the weekend, starting with breakfast every morning from Friday to Sunday. 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.

Connecting With the CAA and Shell Go+ Winners

The Shell Canada Loyalty team put together a follow up promotion to the successful contest held in 2022 and expanded to include four winners from a CAA contest. Shell Go+ members could enter for a chance to win 1 of 5 prizes for a VIP trip for 2, to the biggest race of 2023 in Montreal! The entry requirements were modified to require Shell Go+ member today when you download the Shell app and link your AIR MILES collector number.

The Gear Up For a Chance to Win giveaway prizes included five grand prize trips for two to the Montreal F1 race June 16-18. The Fuel Up and Win With Shell CAA partnership promotion ran the contest for 2 winners to be awarded the Montreal F1 experience. The VIP trips included Elite Suite hospitality tickets, round-trip transportation to Montreal, three-night hotel accommodations, $500 in spending money and unique dining experiences.

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.

Weekend at the Track

Guests were given multiple transportation options to head to Circut Gilles Villeneuve at their leisure. We hosted guests in Paddock Club and a private Elite Suite coordinating access to the Formula 1 paddock for both groups. Access included meet and greets with Ferrari personnel, session viewing from the garage and coffee in the team hospitality.

For post-race exit, 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.