How Hilton Uses Formula One To Drive Bookings | forbes.com
When Formula One auto racing's season-opener in Australia gets under-way this weekend the eyes of the world will be on it. One sponsor has less reason to be worried about the outcome than the others.
The result of a race is usually all-important for sponsors. The higher the race position of the cars their logos appear on, the more exposure they tend to get on television. On the other hand, the worst case scenario is that the cars crash as this puts the brakes on the TV exposure. One sponsor has managed to swerve around this risk.Brand MarketingAsia PacificAustralia