UBS enjoyed a third fulfilling season as a Global Partner of Formula 1™ in 2012, as brand recognition and event marketing continued to be a focus at each Grand Prix.
In 2012, we continued to raise the standard of F1 events as current and prospective UBS clients were treated to a VIP level experience at 19 races. We worked closely with UBS and Mercedes GP to maximize F1 assets and ensure the demanding level of detail necessary for an unforgettable race weekend. The program achieved an average satisfaction rating of 9.2 out of 10 from internal quality surveys conducted by client advisers and hosts after each race weekend.
The successful relationship between UBS and famed F1 broadcaster James Allen remained a core feature of the communications program. This has proven an effective platform for UBS to own the strategy content topic, enabling parallels to be drawn between F1 and the business of banking and financial management.
We proudly celebrated the second season of UBS partnering with Run That Track, the unofficial running club of the F1 community. This program, which generates funds for the Make-A-Wish Foundation®, continues to be a source of pride for UBS which has seen a 20 percent increase in the number of runners in 2012.
We also helped UBS drive brand recognition with track signage resulting in more than 34,000 seconds of exposure, making UBS one of the top three sponsors during the season.