12.01.2016, London – Repucom and Yas Marina Circuit – home of the Abu Dhabi Grand Prix – today announced the signature of a new three-year agreement.
The new partnership sees Repucom delivering Yas Marina Circuit with a comprehensive review of the FORMULA 1® season finale race.
Repucom’s leading Event Performance Index (EPI) CATALYST benchmarking research has found that the 2015 Abu Dhabi Grand Prix sits as one of the highest ranking events for spectator satisfaction in global sport.
The new partnership is set to identify in greater detail the extent to which the event delivers much wider benefits for Abu Dhabi and the region. As well as defining spectator satisfaction, Repucom’s visitation survey will also provide Yas Marina Circuit with world leading insight into the implications and benefits the event delivers for tourism in the Middle East, including visitor spend, attitudes and what else visitors spend their money on during their stay.
The three-year partnership will also centre on attitudes towards civic pride, comparing the Abu Dhabi Grand Prix against other major sporting events.
“There is absolutely no doubt that Yas Marina Circuit delivers one of the best event experiences in world sport and we are delighted to be extending our partnership with the team at Yas Marina Circuit. After seeing the show they put on this season, we are all looking forward to the coming Formula 1® campaign and, of course, the event they excel in hosting at the end of 2016.
“Spectator satisfaction is key to any event, not just for the hosts but for the sponsoring brands too. Understanding in greater detail how fans interact with the event and brands on the day, where they spend their money and where else they visit during their stay all help a sponsor to better activate, engage and ultimately see a greater return on their investment in the partnership.”
Nick McElwee, Sales and Marketing Director, Yas Marina Circuit, said:
“We’ve worked hard to build the success of our event over time and will continue to do so. It’s important we look to constantly change and innovate the customer experience, keeping things fresh as well as moving with changes in customer behaviour and expectations.
“To do that properly we need high quality and accurate information, and through our research programmes we get this, using it as the basis for the following year’s planning and product development.
“Global benchmarking is a key part of the process too, we need to be equal to if not better than the rest, and we use our partnership with Repucom to monitor and improve our performance.”
The 2015 FORMULA 1 ETIHAD AIRWAYS ABU DHABI GRAND PRIX also included entertainment across all three days of practice, qualifying and race day itself with shows from international headline artists Enrique Iglesias, Florence + The Machine and Blur.
About Yas Marina Circuit:
Yas Marina Circuit is the United Arab Emirates’ most exciting sporting and entertainment multi-purpose venue. Located on Yas Island, Abu Dhabi, the circuit is home to the annual FORMULA 1 ETIHAD AIRWAYS ABU DHABI GRAND PRIX and much more.
In addition to the extensive year-round program of professional and grassroots motorsport events and experiences including Drag and Yas Track Nights, the circuit has emerged as a thriving hub for entertainment and community events in the UAE. As the region’s most technologically advanced facility, the circuit is also a leading MICE venue, regularly hosting a diverse range of corporate meetings, conferences and events.
Whether you want to experience the thrill of karting at our Kartzone, driving an Aston Martin GT4 at over 200km/hour on an F1 circuit, work towards your racing license at the Yas Racing School, get fit at StartYAS, TrainYas or GoYas, participate in one of our many sporting events, or simply catch up with friends at Yas Central, Yas Marina Circuit truly is The Meeting Place of Champions.