F1 Tour | Czech Republic & Slovakia
When Orlen became title partner of the Alfa Romeo F1 Team, the sponsorship created a powerful global platform. The challenge - and opportunity - was to translate this elite motorsport partnership into a tangible, customer-facing experience in Central Europe. The answer was simple and bold: bring the Formula 1 race car directly to the people.
What started as a single-country activation in 2021 evolved into a large-scale, multi-market F1 tour across the Czech Republic and Slovakia in 2022.
2021 - The First F1 Tour | the Czech Republic
Task
Introduce Orlen customers to the brand’s title partnership with an F1 team and create a unique, emotional brand experience by showcasing the real Alfa Romeo F1 race car in public, high-traffic locations. I was responsible for the 360° communication plan and execution.
Challenge
The biggest challenge was logistics. Transporting and installing a Formula 1 car in highly sensitive locations - including a petrol station near Karlovy Vary and the historic center of Prague - required precision planning, permits, and flawless coordination. At the same time, we needed strong media amplification to maximize impact.
Execution
The tour kicked off at the Karlovy Vary International Film Festival, immediately linking Orlen, F1, and one of the most prestigious cultural events in the country. Anyone traveling from Prague to Karlovy Vary couldn’t miss the race car showcased at the Orlen petrol station at the city entrance.
The second major stop was Auta na Náplavce, a flagship automotive exhibition in Prague with 150,000 visitors over one weekend — placing the F1 car at the heart of Czech automotive culture.
Media strategy played a key role. We partnered exclusively with Czech News Center, which is:
Media partner of Karlovy Vary IFF
Organizer of Auta na Náplavce
This exclusivity guaranteed strong, consistent, and premium media exposure across print, online, and social platforms.
2022 - The Second F1 Tour | Go Bigger or Go Home
Following the success of 2021, the brief for 2022 was clear: scale the concept and dominate the media space.
Task
Expand the F1 tour across the Czech Republic, deepen media partnerships, integrate influencers and Orlen motorsport ambassadors, and later extend the concept to Slovakia as part of Orlen’s market entry communication.
Execution - Czech Republic
Each stop of the tour had exclusive media partnerships, ensuring nationwide coverage while allowing tailored narratives for different audiences.
Litvínov - Heart of Orlen
Media partner: Nova TV The tour was launched by Nova’s sports anchor driving the F1 car, delivering coverage in prime-time news and morning shows.
Prague
Media partner: Prima TV Here we shifted the narrative toward lifestyle and celebrity culture, integrating the car into Prima’s flagship entertainment show ShowTime - again securing prime-time exposure.
Brno Media partner: Czech Television (national broadcaster) We introduced a powerful visual concept: Alfa Romeo F1 car alongside Dakar Rally cars, featuring Orlen ambassadors Martin Prokop and Maciej Giemza (Pzegonski). The contrast between circuit racing and extreme rally motorsport delivered exceptional storytelling and national prime-time coverage.
Ostrava Media partner: Czech News Center Leveraging CNC’s strong automotive portfolio, the activation focused on automotive influencers and specialist media, driving credibility and deep engagement within car communities.
2022 - Expansion to Slovakia
As 2022 marked Orlen’s entry into the Slovak market, the F1 Tour became a cornerstone of the launch communication strategy. The tour included three stops across Slovakia, kicking off with Valtteri Bottas Day in Bratislava in partnership with TV JOJ, connecting global motorsport prestige with local relevance.
Results
Strong word-of-mouth effect across both countries
Significant year-on-year increase in Orlen brand awareness
Awareness of Orlen’s connection to Formula 1 skyrocketed
App-based mechanic (scan QR code on the F1 car to collect points) far exceeded expectations
Alfa Romeo F1 Team × Orlen merchandise sold out within two days in the app
Advertising Value Equivalent (AVE) reached 4× the original forecast
The F1 Tour proved that global sponsorship assets can deliver exceptional local impact when activated creatively. By combining elite motorsport, exclusive media partnerships, influencer engagement, and smart digital mechanics, Orlen turned Formula 1 into a traveling brand experience — and one of the strongest awareness drivers in the region.
