HILTON | Events & Hospitality
THE BRIEF
As part of their partnership with McLaren Racing in Formula 1, Hilton tasked Right Formula with delivering race activation at 11 races on the 2023 calendar. This included the British Grand Prix at Silverstone, where Hilton had opened a landmark property called the Hilton Garden Inn and wanted to use it to raise brand awareness, deliver unforgettable experiences for guests and create consumer-focused content.
OUR APPROACH
For the 2023 British GP, Right Formula designed a hospitality space for the rooftop of the Hilton Garden Inn, marking the first time Hilton had ever held a private hospitality suite. Over 200 guests were hosted across the race weekend, which included showcase events with Paris Hilton, Craig David and Roman Kemp, as well as content capture with Lando Norris and the McLaren pit crew.
2023 results
204
Guests hosted at the British GP
4.9*
Average guest rating
6.7m
Social media reach from content created
