New Delhi: Marriott Bonvoy has partnered with the Mercedes-AMG PETRONAS Formula One Team to launch a new global content series titled The Secret Concierge. The episodic series features comedian and actor Jack Whitehall and aims to blend elements of sport, travel and entertainment.
In the series, Whitehall plays the role of a “Secret Concierge”, curating personalised travel experiences for Formula One drivers George Russell and Kimi Antonelli. The show also includes appearances from social media creators @ItalianBach and @GeorgeClarkeey, and each episode highlights travel itineraries inspired by the culture of the host city and the hospitality associated with Marriott Bonvoy.
Filming began with a teaser in Monaco, with the first full episode set in Barcelona. Future episodes will be set in Silverstone, Singapore and Las Vegas, aligning with the 2025 Formula One calendar. The show intends to offer a behind-the-scenes look at the travel routines of F1 drivers, while showcasing destinations across the global racing circuit.
The concept was developed in collaboration with the Mercedes-AMG PETRONAS F1 Team and creative agency 160over90, with production handled by OH SIX Agency. The campaign is designed for digital platforms, particularly social media, and focuses on storytelling that intersects with sport, travel, and entertainment.
Andrew Watson, vice-president of marketing for Marriott International, described the collaboration as one of the “most successful” in the brand’s sports sponsorship portfolio. Speaking to SportBusiness Sponsorship, he said, “The F1 team had helped the hotel group to improve its brand awareness and perception, with an emerging fanbase of keen travellers. Being able to tell and amplify the travel story, through the lens of F1, where there are 24 global races, across five continents gives us new ways to connect with these sports fans and educate them on the value of Marriott Bonvoy.”
Richard Sanders, Chief Commercial Officer at Mercedes-AMG PETRONAS Formula One Team, added in a HospitalityNett.org interview, “Our collaboration with Marriott Bonvoy has continued to elevate the fan experience and bring people closer to the action. We’re proud to extend this relationship and explore new ways to connect with fans around the world through innovative content and unforgettable experiences.”
The Secret Concierge will be distributed via Marriott Bonvoy’s global social and digital channels beginning this month.
Watch the first episode :
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