Formula One (F1) Channel 4

Channel 4 launches new ad campaign for its Kayak sponsored F1 coverage


By Tony Connelly, Sports Marketing Reporter

March 8, 2016 | 3 min read

Channel 4 has launched a new ad campaign for its upcoming Formula One coverage which will be sponsored by travel search engine Kayak.

Channel 4 Formula one

To mark the beginning of the racing coverage Channel 4’s in-house creative agency 4Creative has launched a new 30-second ad which will air on BT Sport and ITV1 during the England vs. Wales Six Nations rugby match on Saturday 12 March.

The campaign will run across billboards on roadsides and on the London Underground including targeted digital commuter panels. It will also include national newspaper ads with the strapline ‘0-220mph on 4’ and a complementary radio campaign.

The new ad, which launches today (8 March) on Channel 4, features a Formula One car branded with Channel 4’s logo blocks in black and chrome as it performs donuts at Silverstone to the classic F1 soundtrack, The Chain by Fleetwood Mac.

Channel 4’s head of marketing James Walker said: “This new campaign is the perfect way to welcome Formula One to its new home on Channel 4 and it will build on the already substantial anticipation levels ahead of the launch of our coverage and the start of the new season.”

Kayak’s sponsorship deal will see idents appear around Channel 4's live coverage of ten Grand Prix, including practice and qualifying sessions, as well as its extensive highlights of all 21 races throughout the 2016 season.

Kayak’s UK regional direct, Loella Pehrsson, said: “Millions of Brits will be tuning into Channel 4’s coverage of Formula One, making this broadcast sponsorship the perfect platform for KAYAK to reach the masses.

Rupinder Downie, partnerships controller at Channel 4 said: “We are delighted that Kayak has become the official sponsor of Channel 4’s F1 coverage. Kayak is already market leading in the US and started to invest strongly in the UK at the end of last year, so this large-scale partnership will undoubtedly catapult their brand in the UK.”

Channel 4 also unveiled its presenting team which will be led by Welsh presenter Steve Jones who makes his first foray into sports broadcasting. Jones will be joined by David Coulthard, new Top gear presenter Eddie Jordan, F1 veteran Murray Walker and former BBC F1 reporter Lee McKenzie.

Coulthard will oversee the commentary for the races alongside former BBC and Eurosport team member, Ben Edwards. Coulthard’s production company Whisper Films, co-founded with former F1 presenter Jake Humphrey, is heading up Channel 4's covarage which shares the broadcast rights with Sky Sports.

Channel 4 took over the Formula One broadcasting rights after the BBC exited its six year deal early in a bad to save £700m.

Formula One (F1) Channel 4

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