Hilton signs three year extension with McLaren team
Hilton Hotels signed an extension on its long-term sponsorship agreement with Vodafone McLaren Mercedes, which will see the partnership continue for a further three years.
Since the F1 partnership began in 2005, Hilton ‘has made ‘significant gains’ against three objectives: continuing to build commercial alliances; offering its customers new products and packages; and keeping the Hilton brand image fresh and appealing, the company said.
Hilton‘s business to consumer relationship program, Hilton Racing, has also proved extremely successful in reaching a new generation of young and affluent international travelers, Hilton said, with its newly relaunched website enjoying a 300 per cent increase in membership since the partnership with Vodafone McLaren Mercedes began.
In addition, corporate revenue from a range of brands involved in F1 continues to significantly return on Hilton‘s investment as business is committed in both Grand Prix and Non-Grand Prix periods.
“Since the agreement, we have seen Formula One and the Vodafone McLaren Mercedes Team go from strength to strength,” said Mike Ashton, Senior VP Marketing, Hilton Hotels. “We are excited to be aligned with this fresh, energetic and iconic brand as it continues to be an acknowledged leader in the Formula One field.”
Hilton now has properties in 16 of the 18 Grand Prix race venues with over 3000 properties worldwide. 27 of these are Grand Prix located hotels, which support the 180-strong Vodafone McLaren Mercedes race team and drivers as they follow the Grand Prix calendar around the globe.
In addition to developing this logistical level of support, Hilton will continue to be represented on the Vodafone McLaren Mercedes race cars with a branding position on the rear wing end plate.