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October 18, 2007
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Global consumer experience planned alongside A1GP Motorsport programme




Having successfully created and sold The Adventure Travel Show and the Spa Show, events entrepreneur Martin Anslow has now teamed up with A1GP to create a series of consumer marketing experiences that will take place within A1GP World Cup of Motorsports races.

Launched in 2004, A1GP World Cup of Motorsport is a new concept in motor racing. Pitting driver against driver and country against country for the first time, it brings together 22 nations in 11 races in 10 countries to compete as equals without financial or technological advantage. With three days of on-track action, an A1GP event offers a rare opportunity for fans to interact with teams and drivers. Riding on the back of this, the A1GP Global Village is a new event concept that will be launched at A1GP Brands Hatch in May 2008 and will then be replicated at other A1GP events across the globe, including the Netherlands, China, Australia and New Zealand.

“The A1GP Global Village delivers a unique platform for companies to get involved with an international sporting event,” explained Anslow. “A major challenge in organising events is to attract the audience and then keep them there for the duration. The 06/07 season of A1GP was watched by over 300 million viewers and the race weekends attracted in access of 700,000 spectators, so we know the audience is already there and they enjoy our level playing field race format. As an exhibition organiser, I have frequently heard that brands were looking to deliver experiences to their customers and potential customers in a more interesting setting than an exhibition hall. The A1GP Global Village will rise to this challenge and is a unique opportunity as we already have our audience in place.’

The A1GP Global Village will be a combination of an exhibition, feature areas and live showcases for fashion and music. The content will consist of competing nation, motoring, technology, entertainment, retail and experiential showcases. Brands Hatch will see the inaugural A1GP Global Village come to life and the concept will be rolled out across a number of the race meetings in the 2008-2009 season starting with the Netherlands in October 2008.  

Mayfield Media Strategies is working with A1GP to identify local organisers across five continents who will work with Anslow and the A1GP team to deliver the event in each country. “We have had an amazing response and the organisers that we have spoken with so far are really excited about the opportunities that this exciting project provides,” said Mayfield Media’s Steve Monnington. “They get the concept straight away and now it’s a question of finding the best partners to turn this into a global success.”
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