Start a Program
← Case studies

inKind

At F1 weekend, inKind had a role to play as host

Services

Brand strategy · Experiential marketing

LinksOriginal story ↗
Guests gathering at the inKind event

Overview

Opening weekend already had the attention. The question for inKind was what the brand could contribute once people were there.

How hospitality shaped the brief

Start with the guest

We worked with inKind on strategy and go-to-market for its F1 opening-weekend activation. Hospitality gave the team a practical way to judge the idea. Someone should be able to describe what inKind did for them in the room.

Make the role tangible

The activation brought hospitality to the people shaping the weekend’s conversation. That choice matters for a hospitality brand: guests can experience the offer in the same moment they encounter the brand. The gathering itself becomes part of the introduction.

DJs and dancers onstage beneath the INGENIUS wordmarkA race car on the circuit
Track photograph from inKind’s F1 dining guide.
From the playbook

What would guests miss if the brand weren’t there?

It is a useful test for an experience brief. For inKind, the answer should be something a guest received or felt. We would use that answer to decide what belongs in the next activation.

Start a program