JET boosts brand awareness at Silverstone Classic 2018
Silverstone Classic celebrated its 70th anniversary this year and JET was right at the heart of the action as the event’s Official Fuel Partner for the fifth year running, helping to boost JET brand awareness among visitors to the event and via social media.
Over 100,000 people attended the three day event in late July, with the JET Village Green attracting thousands of visitors who took advantage of the free entertainment laid on by JET including traditional funfair rides, the JET Big Wheel which offered panoramic views of the circuit and, for the real race enthusiasts, an F1 Pitstop Challenge, a full motion VR simulator and high spec VR playseat challenge simulators.
The JET Village Green was also the perfect place for visitors to grab a bite to eat and something to drink and, with free WiFi and a big screen showing all the racing, visitors could watch all the track action while the younger kids were kept entertained with a children’s play area and face-painting.
This year saw JET joined again by its brand ambassador, race driver Nic Hamilton, who met JET’s customers in hospitality and signed autographs for visitors to the JET Village Green. As JET is Nic’s title sponsor for Renault Clio Cup, his race car was on display throughout the event for visitors to admire. JET also sponsored the Super Touring Car Trophy which took place on the Saturday and Sunday afternoons, with Nic presenting the trophy on the Saturday.
JET’s brand team made the most of the social media opportunities throughout the three day event, with its Silverstone Classic-related posts reaching over 125,000 social media users across Twitter, Facebook and Instagram, and over 113,000 engaging with JET and Nic Hamilton throughout and since the event.
JET also welcomed the winners of its Silverstone Classic VIP competition, which saw classic motorcycle enthusiast George Ferris of Melton Mowbray and his wife Kate win an incredible package that included a ride in an Aston Martin pace car, a guided tour of Race Control, VIP concert stage bar passes, tickets to attend the Competitors’ Drink Reception, British Racing Drivers’ Club dinner tickets and Parc Ferme hospitality packages in the Silverstone wing.
Mary Wolf, Managing Director, UK Marketing for Phillips 66, commented: “We were delighted to be the Official Fuel Partner of Silverstone Classic for the fifth year running. Once again, we saw a terrific turnout of car enthusiasts and their families who attend the event each year, so it’s a wonderful opportunity to raise awareness of the JET brand among this dedicated audience and for customers from across our entire business to meet up with their industry counterparts while enjoying the excitement of the event. Having Nic there in person and showcasing his car was one of the main highlights of the event for everyone here at JET.”