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Swisse Wellness at the 2017 Australian Formula 1® Grand Prix

TLA was asked to deliver an engaging, premium and aspirational activation for Swisse Wellness at the 2017 Australian Formula 1® Grand Prix that focused on allowing fans to display their passion.

In addition to managing Swisse Wellness’ activation on site at the 2017 Australian Formula 1® Grand Prix, TLA also managed the launch event for the Swisse Wellness’ and Scuderia Ferrari Formula 1® team partnership held at designer hotel, QT Melbourne.

TLA was asked to deliver an engaging, premium and aspirational activation for Swisse Wellness at the 2017 Australian Formula 1® Grand Prix that focused on allowing fans to display their passion. The activation also needed to feature health and wellbeing elements whilst remaining relevant to the Grand Prix. The creative solution that incorporated all these objectives was the “Swisse Challenge”. Fans chose one of six Swisse Wellness branded Formula 1 cars which consisted of a lay-down bike that allowed them to pedal their way around a digital Grand Prix track racing against the clock. Fans could then recover with a sample of Warrior Protein or Swisse Effervescent at the Swisse Wellness Bar. TLA was also asked to amplify the activation by securing media coverage around the activation.

 

In addition to managing Swisse Wellness’ activation on site at the 2017 Australian Formula 1® Grand Prix, TLA also managed the launch event for the Swisse Wellness’ and Scuderia Ferrari Formula 1® team partnership held at designer hotel, QT Melbourne. The management of this event included logistics, venue styling, menu, entertainment and overseeing all media and red carpet arrivals at the event. Swisse Global Ambassador Nicole Kidman was in attendance and guests were treated to an exclusive performance from international performer Tina Arena.

 

Off the back of the Swisse Wellness activation and the launch event, TLA achieved widespread national and international media coverage via print, television, radio, online and social media.

Coverage highlights included multiple stories in News Ltd newspapers pre and post-event, 19 television stories pre and post event, international online coverage of the launch event and over 90 social media posts from influencers and media around the activation and launch event.

TLA also managed the PR and media around Swisse Wellness’ two-seater experiences at the 2017 Australian Formula 1® Grand Prix. TLA secured talent including Brooke Hogan (2017 Australian Formula 1® Grand Prix Ambassador) and Olympia Valance (Actress) to take part in the activity and as a result secured extensive coverage on television, online and social media.