Jenson Button to race around Bluewater for Virgin Media Event


The newly crowned F1 Word Champion Jenson Button will race around Bluewater’s road network today (20 October) as part of Virgin Media’s SpeedWeek50 experiential campaign.

Brand experience agency iblinkworld has been brought in to activate the seven-day event, which kicked off at the Kent shopping centre on 14 October.

For the past six days shoppers have been able to take part in a variety of F1 themed activities while road testing Virgin Media’s latest products. The event culminates today with Button racing around a bespoke high-speed circuit in a super-charged Mercedes SL AMG.

Designated viewing areas have been set up around the track as well as a specially-created paddock area, complete with Brawn GP replica car, Formula 1 simulator, Winnebagos, a Mercedes showcase and a ‘speedy car wash’ area. Button won the title of World Champion after coming fifth in the Brazilian Grand Prix this weekend.

MASH are working in partnership with iBlink to provide all of the on site talent, pit lane girls, models and event managers for the event.

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Chris Wareham