AUSTRALIA. Heinemann has teamed up with Haas Formula 1 driver Nico Hulkenberg for a promotional campaign in the lead-up to the much-anticipated Australian Grand Prix taking place this weekend in Melbourne.
The campaign featured a prize draw, allowing Heinemann & Me loyalty programme members a chance to win an exclusive trip to the Grand Prix. The travel retailer noted that the competition saw an overwhelming response until its deadline on 3 March.
The prize has already been awarded to the winner, New South Wales-based F1 fan Kerrin Fernandez, who received one set of two tickets to the Melbourne race. The prize package included VIP privileges, a behind-the-scenes visit to the pit lane and an exclusive meet and greet with Hulkenberg.
Fernandez said: “Going from watching the F1 on TV to experiencing it in Melbourne firsthand is a dream come true. I would have never thought it possible to have the opportunity to experience the thrill of F1 up close – a huge thank you to Heinemann and Nico Hulkenberg for making my dream a reality.”
Heinemann’s sponsorship of Hulkenberg, which launched in March 2023, has been renewed for another year, strengthening the travel retailer’s commitment to providing unique experiences for global consumers.
Their extended partnership takes place amid the success of the Heinemann & Me loyalty programme, which has reached 1.7 million members globally and nears 200,000 in Australia.
Nico Hulkenberg said: “Extending my partnership with Heinemann into 2024 is testament to our shared commitment to push for excellence. Together, we’re not only enabling unique experiences for fans but also creating unforgettable memories that extend beyond the track. I’m thrilled to partner on this incredible opportunity and look forward to meeting the lucky winner.”
Hulkenberg attended a fan meet and greet at the recently opened Heinemann store in Sydney Airport yesterday.
The retail concept marks Australia’s first domestic terminal department store, spanning over 2,270sq m across Terminals 2 and 3. The store showcases a wide selection of brands across various categories including beauty, fashion, accessories, watches, jewellery, confectionery, and wines & spirits. The travel retailer offers what it describes as a luxurious shopping experience for those travelling to the Melbourne F1 race and beyond. ✈
