F1 Live London has been honoured with a hat-trick of titles in The Drum UK Event Awards 2017, scooping the accolades for the Grand Prix of the year, the Large Event of the Year and the Sports Event of the Year.
Devised to take Formula 1 closer to its fans, F1 Live saw 100,000 people descend on Trafalgar Square as Formula 1 racing’s teams and drivers gathered for a spectacular exhibition just days before the British Grand Prix at Silverstone.
Alongside live car demonstrations up Whitehall, the event featured headline music acts Little Mix, Bastille and the Kasier Chiefs on a bespoke stage in Trafalgar Square.
The event also centred upon engaging the next generation, with local schools engaging in a variety of activities under the banner of F1 in Schools banner.
Damian Clarke, chairman of the judging panel and managing director at Undercurrent, hailed the impact F1 Live London had across such a diverse range of demographics.
“This award entry hit every aspect of the judges focus this year,” he explained. “Human centricity, diversity in a sometimes exclusive sport and excellent social mobility access all played a big part in this integrated piece of work. And the activation in central London was breathtaking”
The event was a resounding success not just in London but around the world, engaging tens of millions of fans globally across all of F1’s digital and social platforms.