It’s all style and substance at Monaco this weekend, with teams using the Friday ‘rest day’ to its full potential to get involved in marketing opportunities and on as many pages of the papers and websites as possible.
The Monaco Grand Prix has long been one of the biggest marketing events for the Steinmetz company, who have held a relationship with the McLaren team since 2005.
At each event, the jeweller uses the opportunity to get its name out in the public eye with a well-publicised customisation of the drivers’ helmets, and this year was no exception.
Being one of the gambling capitals of the world, Lewis Hamilton opted for a casino-themed approach, with his name spelt out in diamond lettering.
Jenson Button used the opportunity to raise further awareness to the victims of the Japanese earthquake and tsunami, and had his name spelt out in the Japanese katakana script, as well as a ‘Rising Sun’ motif on the top of his helmet.
Hispania Racing’s Vitantonio Liuzzi also unveiled a customised helmet design for this weekend, with his new helmet design being revealed from within a pirate’s treasure chest filled with gold coins.
[Images via Sutton Images]
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