Singapore Tourism Board (STB) is hosting Grand Prix Season Singapore (GPSS) from 23 September to 2 October 2022, with Distilleri appointed as the organiser for precinct activations at Orchard Road and Clarke Quay. GPSS is a ten day celebration of race-themed events, which will see a variety of experiences and activities available to the public.
Distilleri‘s scope of work includes the planning, design, project management and delivery of GPSS precinct activations, partnership tiering and sourcing for brand partners, venue design, layout planning and dress-up and event impact measurement.
GPSS is aimed to celebrate and extend the excitement and buzz of the Singapore Airlines Formula 1 Singapore Grand Prix to reach the general public and appeal to a wide segment of consumers. This year’s GPSS is centred around refuelling passions for the sport, F&B, shopping, entertainment and other lifestyle pursuits and experiences.
According to Calvin Tan, business development director at Distilleri and project lead for GPSS, the event provides brands with the opportunity to forge deeper connections with their target audience.
The theme for the Orchard Road precinct is “Festive Fun”, focusing on F&B, retail, and lifestyle offerings within a festival atmosphere. Some of its key highlights include a Hot Wheels play space which will feature over 1000 miniature cars where the public can build their own miniature racetrack, a full sized replica of the McLaren race car made out of Lego, as well as a huge ten meters by three metres inflatable installation of Bored Ape Yacht Club’s Champ Medici NFT, designed exclusively for GPSS.
Meanwhile, the Clarke Quay precinct’s theme is “Back with Passion” aimed to revive nightlife and entertainment with F&B, concerts, and themed parties. Some of its key highlights comprise a fashion designers’ showcase featuring creations from home grown designers in a special show choreographed by celebrity fashion icon Daniel Boey as well as a full-sized, exact specifications replica of the Aston Martin race car.
Additionally, both precincts will feature special promotions, menus and discounts to celebrate the race season. MARKETING-INTERACTIVE has reached out for additional details.
GPSS will also offer events open to the public such as dance battles, bootcamps, classes, as well as fitness workouts. It also will offer family events such as kids craft workshops with a sustainability theme.
“We’re excited to collaborate with our partners to bring play back to Orchard Road and Clarke Quay after two years of mostly virtual events,” Tan said. Tan told MARKETING-INTERACTIVE that the overall costs of the precinct activations in Orchard and Clarke Quay is more than SG$2 million. Tan said that the target audience for the Orchard Road precinct are auto fanatics, families, fitness enthusiasts and anyone looking for fun and excitement. At the Clarke Quay precinct will have both day and night activities for people who enjoy music, performances and parties. According to Tan, it will also collaborate with brands and partners such as Heineken, Singtel, New Balance and Mediacorp, among others.
Separately, STB recently concluded its PR pitch in June, appointing WE Communications to be in charge of its PR consultancy services. WE Communications beat out incumbent Edelman, MSL Group Singapore, and Redhill Communications for the account.
STB also inked a partnership with eCommerce platform Klook to promote Singapore as a destination which includes an integrated marketing campaign targeting travellers from Indonesia, Malaysia, Philippines, Thailand and Vietnam. John Gregory Conceicao, executive director, Southeast Asia, STB said STB saw a strong demand for travel to Singapore from Southeast Asia since the nation opened its borders to fully-vaccinated travellers.
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