16 November 2023 Business Entertainment News


Partnership with Las Vegas Grand Prix sees Aston Martin models DBX707 and DB12 star on Sphere’s Exosphere – the largest LED screen on Earth


B-Roll footage will be available to download at 17:00 GMT on 16 November 2023 via: https://www.globalmediacentre.com/news/aston-martin-illuminates-las-vegas-skyline-part-world-first-immersive-automotive-campaign  (free of charge and with no copyright restrictions).

Thursday 16 November 2023, Las Vegas, USA: Aston Martin is illuminating the Las Vegas skyline as part of its largest ever Formula 1® marketing presence, celebrating the intensity of the British ultra-luxury performance brand ahead of the highly anticipated FORMULA 1 HEINEKEN SILVER LAS VEGAS GRAND PRIX.

Putting its high-performance products at the heart of the innovative new event, Aston Martin’s partnership with the Las Vegas Grand Prix will see the brand’s largest VIP customer programme, activation of thrilling track experiences and the display of immersive Aston Martin content on Sphere throughout the race week.

The new street circuit also becomes a digital environment on Aston Martin’s award-winning luxury configurator – the first time an F1® track has featured in an automotive configurator.

Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin said:

“With the United States being our largest market and brand community, the Las Vegas Grand Prix creates a new landmark in the F1 calendar and will see our biggest ever race marketing and VIP hospitality presence.

“Data shows that our configurator traffic rises by 13% on F1® race weekends, compared to non-race weekends, a statistic which has been as high as 30% this season when Aston Martin has been on the podium. With our new Las Vegas Grand Prix configurator environment going live this week, we believe this will draw even further technology synergies between track and road, while enabling our customers and fans across the globe to get a sense of the excitement in Las Vegas.”

Visible from the circuit and repeated multiple times daily until lights out at the first Las Vegas Grand Prix in 41 years, the engaging 90-second sequence on Sphere commences by illuminating Aston Martin’s iconic wings, before introducing the Scarab Beetle – the inspiration from which the Aston Martin winged marque was born in the 1930s, at the height of popular Egyptology and representing new beginnings.

Seeking to break free, the Scarab Beetle awakes onlookers by appearing to ‘shatter’ Sphere, before a dramatic reveal of the Aston Martin Aramco Cognizant Formula 1® Team’s AMR23 racecar, which completes a thrilling burn out, filling the surface with a layer of swirling smoke from its tyres. As the smoke clears, the world’s most powerful luxury SUV, DBX707, and the world’s first super tourer, DB12, appear in what is considered the largest-ever digital display of a car. Utilising the latest CGI technology, the advertisement gives the optical illusion of depth within Sphere, further igniting the senses of onlookers with an authentic impression of Aston Martin’s high-performance products on a huge, never-before-seen scale.

For those not in attendance, Aston Martin is bringing the bright lights of Las Vegas to the screens of customers, fans, and dealer partners across the world, through the introduction of a new Las Vegas environment onto its award-winning online configurator.

Having become the first manufacturer to allow customers to digitally specify their model in the surroundings of a Formula 1® pit garage earlier this year, Aston Martin is now taking customers to the track, the first time an F1® circuit is featured in an automotive configurator.

The configurator represents a key pillar of Aston Martin’s ultra-luxury strategy, giving clients the ultimate sense of freedom and expression when customising their cars, including through the Q by Aston Martin bespoke service. Recent years have seen significant growth, with a record number of Aston Martin units sold with bespoke touches and elements in 2022, representing a 51% year-on-year increase. Notably, the Americas is the fastest growing region for Q by Aston Martin, with 92% year-on-year growth in 2022.

About Aston Martin Lagonda:

Aston Martin’s vision is to be the world’s most desirable, ultra-luxury British brand, creating the most exquisitely addictive performance cars.

Founded in 1913 by Lionel Martin and Robert Bamford, Aston Martin is acknowledged as an iconic global brand synonymous with style, luxury, performance, and exclusivity. Aston Martin fuses the latest technology, time honoured craftsmanship and beautiful styling to produce a range of critically acclaimed luxury models including the Vantage, DB12, DBS, DBX and its first hypercar, the Aston Martin Valkyrie. Aligned with its Racing. Green. sustainability strategy, Aston Martin is also developing alternatives to the internal combustion engine, with an ambition to create the world’s most thrilling and highly desirable electric performance cars, the first of which is targeted for launch in 2025.

Based in Gaydon, England, Aston Martin Lagonda designs, creates, and exports cars which are sold in 56 countries around the world. Its sports cars are manufactured in Gaydon with its luxury DBX SUV range proudly manufactured in St Athan, Wales. The company is on track to deliver net-zero manufacturing facilities by 2030.

Lagonda was founded in 1899 and Aston Martin in 1913. The two brands came together in 1947 when both were purchased by the late Sir David Brown, and the company is now listed on the London Stock Exchange as Aston Martin Lagonda Global Holdings plc.

2020 saw Lawrence Stroll become the company’s Executive Chairman, alongside significant new investment, a move that led to Aston Martin’s return to the pinnacle of motorsport with the Aston Martin Aramco Cognizant Formula One™ Team and commenced new era for the iconic British marque.

16 November 2023