Jet is celebrating its second year as the Official Fuel Partner of Silverstone Classic, which took place from 24 to 26 July 2015. This year marked the 25th anniversary of the world-famous motoring festival and Jet’s involvement was greater than in 2014.
Despite the unwelcome British weather, the event attracted more than 100,000 visitors across the three days. This year the Jet Village Green and Fun Fair provided a wide range of children’s rides and activities, a climbing wall, chill out zones, food and drink options, a six-track Scalextric challenge and a Formula One simulator.
Visitors to Jet’s area of the festival also had the chance to take part in two Q&A sessions with the fuel brand’s 2015 ambassador, racing driver Nicolas Hamilton, brother of Lewis Hamilton. Nicolas lives with Cerebral Palsy and is the first disabled competitor to participate in the Dunlop MSA British Touring Car Championship (BTCC). Nicolas signed autographs and was pictured alongside his car, an Audi S3 NGTC with AmD Tuning.
Anne Day, brand communications manager at Jet, commented: “As a brand building exercise, Silverstone Classic is a fantastic way to reach a vast number of car and driving enthusiasts. Over the course of the three days, we gave away over 30,000 Jet-branded items from torches and tyre pressure gauges to earplugs, lip balm and even lost children wristbands.
“We also used Jet’s social media channels very effectively to raise awareness of our sponsorship of the event. As an example, an advert for our Silverstone Classic Money Can’t Buy competition reached 106,729 Facebook users in just three weeks.
“We decided to use this year’s event as an opportunity to gather feedback on consumer attitudes to the forecourt and fuel-buying experience. By completing a quick questionnaire, visitors could win one of many Amazon gift cards worth between £5 and £100 in exchange for valuable feedback which will help us shape Jet’s future marketing and communications activity.”
Mary Wolf, deputy managing director at Phillips 66 UK & Ireland Marketing, added: “The event was also an ideal opportunity for us to thank our customers for their ongoing loyalty – over 70 joined us in the hospitality zone where they were right at the heart of all the racing action.
“The typical British weather could have put a dampener on the event but thankfully the Jet Hub was under cover and provided much-needed shelter for visitors. And, for those willing to brave getting caught in a shower, our 50+ team of Jet staff volunteers handed out over 3,500 Jet ponchos! Feedback from members of the public who visited the Jet Village Green and Hub was very positive and we’re already looking forward to continuing our role as Official Fuel Partner of Silverstone Classic 2016.”