Emirates: Off the Grid by Arena Media

Client: Emirates
Date: Oct 2018
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Emirates has teamed up with Channel 4 to create two ‘Off the Grid’ 15-minute destination guides, designed to coincide with both the Singapore and Tokyo Formula 1 Grand Prix events, of which the airline is a global partner.

The All 4 Originals series sees Welsh F1 anchor Steve Jones get on board, along with two sporting MBEs: footballer Kelly Smith and F1's very own David Coulthard.

In the first episode, which is timed to dovetail with the 2018 Singapore Grand Prix, Steve Jones leads Smith, an ex-England and Arsenal player, on a journey through Singapore's hidden gems.

Exploring the lesser known areas of the metropolis, Jones and Smith visit a Hawkers market and try out Chinese Martial Arts, before zip-lining on Sentosa Island.

The second episode will be released on 7 October at the same time as the 2018 Japanese Grand Prix. This time, Jones is off to explore the hidden riches in Tokyo’s culture, along with F1 pal Coulthard. Together they experience some of Tokyo's delicacies, including thinly sliced deep-fried Tofu and pick a fight with some Sumo Wrestlers.

The partnership was brokered by Arena Media with Channel 4 Sales and Whisper Films. Execution was overseen by Emirates' creative agency, Geometry and the push further extends Emirates’ sponsorship of All 4 this year.

The content is being promoted via two 30-second co-branded ads in key Channel 4 programming including the Grand Prix’s themselves, plus Gogglebox and First Dates.

JoriBindels, vice-president of corporate communications, marketing and brand at Emirates said: "The ‘Off The Grid’ series is a great platform to bring life to destinations in our extensive Far East network and inspire people to travel. In addition, partnering with Channel 4 allows us to connect even more with Formula 1 fans across the UK by taking them off the beaten path with Steve Jones in this special travel series."