The makers of Johnnie Walker Black Label have launched ‘Step Inside the Circuit’ to offer an inside look into the glamorous and jet set life of an F1™ driver. The campaign is a celebration of Johnnie Walker’s partnership with the Vodafone McLaren Mercedes F1 team and offers an intimate insight into the world of Jenson Button, Lewis Hamilton and the rest of the team both on and off the track.
Central to ‘Step Inside the Circuit’ is a series of short films shot during the 2010 season. The films enable fans to travel with the drivers to some of the most famous and exciting race locations in the Grand Prix calendar. Exclusive behind the scenes photographs are also scheduled for release which capture the stylish and sophisticated world of Lewis Hamilton and Jenson Button as Grand Prix drivers.
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The first of six films is released today with others scheduled for gradual release through to the start of the 2011 season in March when new films will be produced. The first film ‘Meet the Team’ features key people from behind the scenes at the Vodafone McLaren Mercedes F1 team – the mechanics, the pit-crew, the trainers and the people who are integral to the team’s success.
To coincide with the launch a Johnnie Walker Black Label limited edition pack has been produced. The Johnnie Walker Gold Pass pack will provide opportunities to win ‘one of a kind’ motorsport experiences and prizes, including an incredible money can’t buy chance to live the glamorous lifestyle by joining Lewis and Jenson in Monaco over the Grand Prix weekend in May 2011. Others can also visit the Johnnie Walker Step Inside Facebook page for the chance to win spot prizes and see the films first as they are released.
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Lisa Everingham, Johnnie Walker Brand Manager GB comments: “We have been able to capture content that no race fans have ever seen before. Through these films we bring to life the lifestyle of the world’s most in demand Grand Prix drivers including how they relax and celebrate a job well done, whilst showcasing the hard working and progressive nature of the Vodafone McLaren Mercedes F1 team.”
Former World Champion and Vodafone McLaren Mercedes F1 team driver Jenson Button added: “This is a unique opportunity for people to see me, Lewis and the team in our natural environment and should give people a true appreciation of what we get up to behind the scenes and the hard work and effort that goes into creating a winning team.”
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About Diageo
Diageo Reserve Brands is the luxury division of Diageo and its portfolio of spirits includes brands such as Tanqueray No. Ten, Johnnie Walker Blue Label blended Scotch whisky, Ketel One and Cîroc vodka.
Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. Visit http://www.drinkaware.co.uk/ and our global resource http://www.drinkiq.com/ for information and guidance on responsible drinking. In Great Britain, Diageo is a member of The Portman Group and supports The Drinkaware Trust.
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