In celebration of F1, The CP Group is introducing "Beyond The Paddock" in partnership with the Nobu Hotel on Miami Beach on May 4th - May 5th. Beyond the Paddock will bring together a mix of high-profile attendees including VIPs, celebrities, pro-athletes, press, media, tastemakers, influencers and Formula 1 enthusiasts to experience a lounge with curated brands and upscale services.
Originally created as a reprieve for her VIP guests from the races, Founder of CP Group Vedika Solecki saw an opportunity for brands to be seen beyond the track by an elite clientele. Her 10 years of experience in PR has allowed her to approach brands and be a bridge for them to reach the Formula 1 race goers in a unique way. The Beyond the Paddock brand has evolved to include multiple invite only activations that are tailored to a high net worth audience, thus creating immense value for brands to be involved.
“As an agency owner we’re always trying to be innovative and we noticed Formula 1 starting to become top of mind for brands and their yearly planning. I had been a follower of F1 since I was a kid but was starting to see the business side of the race and immediately wanted in. F1 still has that upper echelon of brands but that doesn’t mean there isn’t an opportunity to activate. We saw the potential for brands to be a part of the formula 1 conversation through unique experiences outside of the track and that’s where Beyond the Paddock began.” - Vedika Solecki
Beyond the Paddock brought in over 8 million impressions in just 3 days for brands and garnered over 200K worth of press moments for the companies that were able to activate during Miami Grand Prix 2022. This year the goal has been to expand the reach even further through intentional partnerships with brands looking to dip their toes into the Formula 1 market. By partnering with Nobu Hotel, the experience has taken a step up to collaborate with a hospitality brand that has an immense reach across the globe.
The CP Group will offer a 3-day agenda of experiences during Miami Grand Prix for an exclusive list of Formula 1 attendees including the Beyond the Paddock Gifting Lounge, a Time, Speed & Fashion luxury shopping experience, a private dinner with Dolce & Gabbana and a day at the track for VIPs to view the Mercedes Petronas team’s practice.
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