BELL & ROSS - FORMULA 1 PARTNERSHIP

BELL & ROSS – FORMULA 1 PARTNERSHIP

The press release of BELL & ROSS - FORMULA 1 PARTNERSHIP

Lifestyle

BELL & ROSS – FORMULA 1 PARTNERSHIP

The press release of BELL & ROSS - FORMULA 1 PARTNERSHIP

Lifestyle

BELL & ROSS - FORMULA 1 PARTNERSHIP

At UPR we were challenged to introduce an aviation-inspired watch brand to the auto & Formula 1 community. This had to happen in a credible way and create affinity for the brand and its products. To launch this collab we used a mix of traditional PR tools. We worked with the usual suspects such as press releases and press trips to Formula 1 tournaments all over Europe. We went beyond the usual with more hands-on experience with the watch. Further, we organized in-depth interviews with both pilots and Bell & Ross spokespeople. In this way, we highlighted the similarities between both brands.

PRESS RELEASES

We made sure to include a mix of general auto, specialized F1, watch, and general lifestyle media.

UPR created a custom media list for Bell & Ross containing all relevant lifestyle, men’s, watch, and auto media in the Benelux.

This was the basis for the widespread diffusion of our introductory press release. From there we monitored mailing stats (e.g. opening rate) and personally pitched all auto-related media.

Our efforts were supported by elaborate storytelling and Q&A briefs as well as impressive imagery.

The collab was widely covered on a BeNeLux level.

Press trips & interviews

We invited 2 journalists for a full behind-the-scenes paddock experience at several F1 races. With this, people got a full understanding of what goes into creating a successful F1 team. Understanding the role of precision and mechanics that unites F1 with watches.

We made sure to include both an automobile and lifestyle journalist at each visit. They got to visit the paddock and garages as the race was going. Interviews with Bell & Ross CEO Carlos Rosillo were combined with technical engineers and the F1 pilots to offer a complete story.

The Car Of The Future

To illustrate the link between watches and car design, Bell & Ross developed a concept car that existed only on render and a matching pair of watches. We worked with Sabato magazine to drop the news in an exclusive preview and then set up interviews with auto and watch media such as Miles and DM watch