Aston Martin is casting a brilliant glow across the Las Vegas skyline, marking its most expansive Formula 1® marketing presence in anticipation of the highly awaited FORMULA 1 HEINEKEN SILVER LAS VEGAS GRAND PRIX. The esteemed British ultra-luxury performance brand is taking a prominent role at this innovative event, seamlessly integrating its high-performance products into various aspects of the race week.
Aston Martin’s collaboration with the Las Vegas Grand Prix extends to its most extensive VIP customer program, the activation of thrilling track experiences, and the showcasing of immersive Aston Martin content on Sphere throughout the race week. Notably, the novel street circuit transforms into a digital realm on Aston Martin’s award-winning luxury configurator, marking the pioneering inclusion of an F1® track in an automotive configurator.
As part of the Las Vegas Grand Prix collaboration, Aston Martin unveiled an immersive advertisement on the new Las Vegas landmark, Sphere. The 90-second spectacle, visible from the circuit, showcases Aston Martin’s iconic wings and introduces the Scarab Beetle, the historical inspiration for the brand’s distinctive winged marque. The captivating sequence culminates with a dramatic reveal of the Aston Martin Aramco Cognizant Formula 1® Team’s AMR23 racecar, alongside the world’s most powerful luxury SUV, DBX707, and the world’s first super tourer, DB12.
Celebrating the 1100th round of the FIA Formula One® World Championship and Aston Martin’s 110th anniversary, the Las Vegas Grand Prix will host the brand’s most extensive F1® marketing program yet. The event includes 45 exhilarating Hot Laps for attending celebrities and VIP guests, an exclusive off-road DBX707 adventure in the Nevada desert, and a 15-minute demonstration of the DBX707 on the street circuit.
For those unable to attend, Aston Martin is bringing the vibrant spirit of Las Vegas to screens worldwide through an updated online configurator. Users can now immerse themselves in the Las Vegas Strip Circuit™ on turn four of the street circuit, enabling them to digitally customize their Aston Martin within the unique surroundings of a Formula 1® track. This innovative feature reflects Aston Martin’s ongoing commitment to providing customers with a dynamic and engaging online experience.