Regent Seven Seas Cruises is setting its sights on a new market—affluent Formula One (F1) fans—with a partnership that aims to broaden their reach and offer unique experiences. The luxury cruise line has joined forces with Aston Martin Aramco Formula One Team, opening up opportunities for exclusive shore excursions and events with racecar drivers and pit crew members.
As part of the partnership, Regent’s President, Andrea DeMarco, had the opportunity to get behind the wheel of an Aston Martin Aramco race car at the Concours Club in Miami. DeMarco, who initially had reservations, found the experience invigorating and unique. This firsthand encounter highlights the immersive opportunities that will be available to Regent guests through the partnership.
The partnership between Regent and Aston Martin Aramco Formula One Team will pave the way for exclusive shore excursions with the racing company. Guests will have the chance to participate in VIP driving experiences and tours of the AMR Technology Campus in Silverstone, England. Additionally, Regent will introduce Spotlight Voyages, featuring events with racecar drivers and pit crew members, enabling guests to gain insights into the behind-the-scenes world of Formula One.
DeMarco emphasizes the strategic alignment between the racing team’s fanbase and Regent’s target clientele. Affluent F1 fans, who become members of paddock clubs, share similar profiles with Regent guests. The global reach of the partnership is also crucial. F1 races are held across the globe, with some in key port cities such as Monaco. This allows for integrated pre-cruise land packages and expands the potential market for Regent.
Increased Visibility and Prestige
Regent’s new Chief Sales Officer, Steve Odell, highlights the substantial economic impact of Formula One races on host destinations. Hotels often quadruple their rates during F1 events, attracting a wealthy crowd. By aligning with Aston Martin Aramco Formula One Team, Regent benefits from increased visibility and prestige. The luxury cruise line’s logo will be displayed prominently on the race car, race suits, and official apparel worn by team personnel at races.
In celebration of the partnership, Regent is offering a chance for three advisors to win a one-day Aston Martin Aramco VIP race experience in Miami. The prize includes a tour of the team’s garage, a meet-and-greet with driver ambassadors, and gourmet food and wines throughout the day. Advisors can enter the drawing by submitting a newly deposited 2024 booking by March 15. The promotion adds excitement and engagement to the partnership announcement while driving bookings for Regent.
Regent Seven Seas Cruises’ partnership with Aston Martin Aramco Formula One Team marks an expansion into a new market of affluent F1 fans. By offering exclusive shore excursions and events, Regent aims to immerse its guests in the thrilling world of Formula One. The strategic alignment and global reach of the partnership present opportunities for integrated land and sea experiences. In addition, Regent’s increased visibility and association with Aston Martin Aramco Formula One Team add prestige to the luxury cruise line. With the added incentive of a VIP Aston Martin Aramco experience, advisors have an opportunity to drive bookings and create memorable experiences for their clients.
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