Valtteri Bottas Day | Bratislava
As part of Orlen’s market entry into Slovakia, Valtteri Bottas Day became the flagship moment of a large-scale communication campaign. With zero prior brand presence in the country, the objective was clear: make Orlen instantly visible, credible, and talked about.
Task
Design and deliver a high-impact PR event that would introduce Orlen to the Slovak market, leverage existing global sponsorship assets, and generate strong buzz across traditional media, digital platforms, and social channels.
Challenge
The first challenge was Formula 1 itself. Coordinating with Valtteri Bottas’ tightly packed F1 calendar meant securing a precise date, aligning logistics across multiple stakeholders, and ensuring zero margin for error.
The second challenge was media activation. As Orlen was entering a new market, we needed immediate buy-in from top-tier media, influencers, and opinion leaders in both Slovakia and Czechia - while delivering a story strong enough to dominate the news cycle.
Execution
I proposed leveraging Orlen’s global sponsorship with Alfa Romeo F1 Team and bringing Valtteri Bottas directly to Bratislava for a full-scale PR day - turning brand entry into a cultural and sports moment.
To ensure credibility and local relevance, Števo Eisele - Slovakia’s most respected F1 influencer and commentator for Czech and Slovak Grand Prix broadcasts - was appointed as the main ambassador and host of the event. His involvement instantly legitimized the concept for fans, media, and motorsport communities.
The PR day was designed as a tightly orchestrated, high-energy media marathon:
Live TV interviews including TV JOJ (leading TV station in the country)
Podcast recordings with leading motorsport influencers
Meet & greet sessions with competition winners
Official opening of an Orlen petrol station near Bratislava
Additional interviews with CNN and Slovak National Television
One of the most distinctive moments was the press conference itself - held directly at the petrol station. Originally planned as a closed PR activity, it organically evolved into a fan-driven moment as motorsport fans gathered on-site, amplifying the authenticity and reach of the event.
Despite the intense schedule and high public interest, the day was executed with precision - balancing PR demands, media access, and fan engagement around a global sports icon.
Results
Prime-time coverage across all major Slovak TV stations
Record-breaking media mentions and exceptionally high AVE
Significant sales uplift at the featured petrol station
Record social media reach for Orlen Slovakia
Highest increase in Instagram followers within one week in Orlen’s history
Valtteri Bottas Day proved the power of smart sponsorship activation. By connecting global sports credibility with local storytelling and flawless PR execution, Orlen entered the Slovak market not quietly - but at full throttle.
