Singapore – As TUMI rolls out its all-new men’s premium Turin collection, the global travel and lifestyle brand has recently launched a new campaign featuring McLaren F1 driver Lando Norris–who is also TUMI’s global brand ambassador–to feature Turin and the brand’s iconic collections, including Alpha X, 19 Degree Titanium and TUMI | McLaren. 

The campaign highlights Lando’s unapologetically playful spirit as he seamlessly balances the world of fast-paced sports with laidback luxury, all while keeping TUMI as his constant companion. 

As the official launch of the Turin collection, the campaign offers a new look and feel for TUMI by placing a dynamic athlete in his prime—perfectly embodied by Lando—against the grand backdrop of a seaside chateau in France. 

With campaign images captured by photographer Emma Panchot and director Arnaud Uyttenhove, Lando’s personality shines through as the popular racing driver takes us through a day in his unpredictable life with his favourite TUMI products.

Speaking on his involvement in this campaign, Norris said, “Working with TUMI these past few years has been an incredible experience, especially on this new campaign where the content feels super personal to me. The leather Turin pieces offer a real premium feel, which is a nice, sleek alternative to the TUMI | McLaren kit I carry to races.” 

Meanwhile, Jill Krizelman, SVP of global marketing & e-commerce at TUMI commented, “Lando has been an invaluable partner to TUMI for over three years, consistently driving excitement for our collaborations and campaigns. This campaign is particularly special, as it offers a spirited and fresh perspective on Lando, capturing his signature style and personality in a new way. There’s truly no one better to unveil the new Turin collection.” 

Singapore – Following the conclusion of the Formula 1 Singapore Airlines Singapore Grand Prix weekend–brands McLaren, Ferrari, and Red Bull emerge as the standout teams in the conversation, according to data from Meltwater. It has also highlighted the influence of K-pop is also evident, showcasing its growing role in attracting new fans and enhancing the event’s global appeal.

McLaren topped the charts in overall F1 team’s popularity with 91,900 mentions, buoyed by Lando Norris’ stellar victory, which closed the gap to championship leader Max Verstappen. Ferrari and Red Bull followed closely with 84,900 and 83,900 mentions respectively, as global conversations swirled around the race’s exciting developments. 

Adding to the buzz was the announcement of Will Courtenay, Red Bull’s head of race strategy, switching to join McLaren as sporting director – an event that sparked significant online speculation.

Beyond the thrilling motorsport action, Formula 1 has firmly established itself as a premier entertainment event, with a strong focus on high-profile musical performances. This year’s Singapore entertainment lineup outshone all other factors like security, merchandise, F&B and more, with mentions skyrocketing from a daily average of 1,070 to 116,000 on September 21, a staggering 140 times increase on the social media platform X.

Driving this surge in engagement was BabyMonster’s historic Formula 1 debut, marking the first appearance of a Korean girl group at the event. Their performance generated significantly more buzz than other headliners, including Kylie Minogue and OneRepublic, and the hashtag #BabyMonster appeared in 112,000 mentions. 

The overwhelming fan response highlights BabyMonster’s rising global popularity and solidifies their place as a major force in the entertainment world, making their appearance a standout moment at the Grand Prix.

Lastly, prior to the event, Pirelli emerged as the global leader leading up to the race, achieving an impressive 80 million reach and over 957,000 engagement across digital platforms. However, during the Formula 1 Singapore Grand Prix weekend, Singapore Airlines soared to the top, commanding a 54.1% share of voice.

This spike in visibility was largely driven by Singapore Airlines’ role as the event’s title sponsor, but also by a post from popular Korean celebrity Choi Si-won, a member of the K-pop group Super Junior. Si-won shared his excitement about attending the Grand Prix and tagged Singapore Airlines, generating significant engagement across multiple platforms and contributing to the sponsor’s strong showing. Other celebrities who made their appearance at the event included actors Simu Liu and Manny Jacinto.

Mimrah Mahmood, vice president for enterprise (APAC) and partner at Meltwater Asia-Pacific, said, “F1 has been strategically expanding its appeal to a broader audience, notably through their Netflix documentary Formula 1: Drive to Survive, and we see their efforts paying off. F1 has entered mainstream popularity and it’s no longer just for motorsport enthusiasts. The surge in excitement for race weekend marks F1 as a contemporary cultural touchpoint. Teams and sponsors are leveraging this momentum, driving engagement and increasing their digital footprint across new demographic segments.”

He added, “Notably, we are starting to see non-F1 related brands jumping into the conversation and developing campaigns around the race weekend, such as Singapore Sports Hub’s Groovedriver Festival. Brands are creatively tapping into the growing excitement surrounding F1, and we can expect to see more trendjacking around this local moment in years to come.”

Singapore – Global logistics company DP World has recently released a new film set in Singapore, showcasing its partnership with the McLaren F1 team. The film features McLaren F1 members Lando Norris and Oscar Piastri, showcasing the dynamic partnership that supports McLaren’s performance on and off track.

The film, aptly titled “Every Second Counts”, showcases the partnership’s dedication to excellence–through meticulous preparation and pushing the boundaries of elite performance–traits reflected by DP World in its ambition to transform the future of global trade.

The partnership between DP World and McLaren began in 2023, with DP World supporting the McLaren Formula 1 Team to drive enhanced efficiency, reimagining the team’s supply chain to make it faster, smarter and more sustainable. 

Glen Hilton, CEO & managing director for Asia-Pacific at DP World, said, “Every second really does count – as much on the track as it does for our customers. Just as precision timing and flawless execution are crucial on the racetrack, they are equally vital in the world of supply chain operations.”

He added, “By harnessing advanced technology and innovative strategies, we ensure that our partners stay ahead of the competition, like McLaren Racing does in Formula 1. We are excited to witness the upcoming race and looking forward to a stellar performance by the team.”

As the global logistics partner of the McLaren Formula 1 Team, DP World continues to leverage its smart logistics solutions and global network to provide expertise and experience to support McLaren’s global and complex supplier network, in the pursuit of continuing the momentum for on-track performance gains. 

Beijing, China – Integrated communications agency WE Red Bridge has been appointed by automotive brand McLaren in China as its communications agency of record. This appointment will see WE Red Bridge supporting the automaker’s growth in China by increasing brand equity and exposure in the country.

McLaren Automotive is a luxury automotive manufacturer. The company’s product portfolio of GT, supercar, Motorsport, and Ultimate models are retailed through over 100 retailers in over 40 markets around the world.

Nicky Wang, CEO of WE Red Bridge, highlighted how the agency’s strong sector knowledge and a passion for the industry were crucial factors in its appointment.

“Our extensive experience in the luxury, lifestyle and automotive industries was a point of differentiation for WE Red Bridge. This new partnership with McLaren will see us combine our sector experience and leading engagement toolkit of integrated communications, creative planning, consumer insights and analytics to fuel the automotive brand’s growth in China,” said Wang.