F1 Lotus Racing signs Creative Artists Agency for 2011
Lotus Racing is adamant to do all it can to make 2011a big success. The team has further taken another major step for a better season ahead. The Malaysian team has recently signed a deal with the entertainment and sports agency called Creative Artists Agency
(CAA).
As per the deal CAA would be carrying all the creative work for the team’s marketing and advertisement. They would be responsible for creating and implement marketing strategies for the upcoming season.
As the agreement was signed by the two, a joint press conference was held to demonstrate their aspirations and goals for the forthcoming season. While talking to the press the team principal of Lotus, Tony Fernandes said that he was glad that CAA has accepted
their offer. He further expressed, "Firstly, I want to welcome CAA to the Lotus Racing family. It's a real honour that the CAA team has seen what a fantastic opportunity we have to do some extraordinary work together, and I know that exciting times lie ahead
for us, on and off track.”
Fernandes, who comes from an entertainment background himself, believes that advertisement and marketing can play a very vital role in the popularity and image building of a team. He was pleased with the fact that CAA possesses excellent knowledge, experience,
talent and fervour that Lotus needs. He believes that the assistance of the agency would further bring repute and recognition to their team. The Malaysian entrepreneur further proclaimed, “It will help us in our bid to broaden the appeal of our sport for
fans, and for brands.”
While explaining the aims and dreams of the team he said that their combined efforts would make many of the people “sit up and take notice.”
He believes that the team does not wish to see the conventional sports marketing models that are seen everywhere around; rather they want to hit the market in a new manner now. “We want to break new ground, and with CAA, we will," declared the team principal.
At the ceremony, CAA Marketing chief creative officer Jae Goodman also expressed his views saying that he was thankful to the team and especially Fernandes for having faith in the agency and its potential. He told that they will together work closely to
take the team to new horizons when it comes to recognition and branding of Lotus. He concluding saying, “We will continue in that spirit of innovation by developing opportunities that go beyond stickers and hospitality to create critical exposure and new value
for brand partners."
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