Growing a luxury brand during the world’s most competitive Grand Prix.
Client
Turbo
Category
Growth Strategy · Marketing Leadership · Audience Development · CRM · Paid Media Direction
Challenge
Launching a new brand during the Formula 1 Grand Prix in Monaco means competing for the attention of one of the world’s most sought-after audiences.
Every luxury house, hospitality brand and exclusive event vies for the same guests that weekend. Rather than becoming another party on an already crowded calendar, Turbo chose a different position: a curated destination where founders, collectors, partners and guests came together over intimate dinners and meaningful conversations before Monaco’s nightlife began.
The challenge was to build awareness around an experience concept, attract the right audience and establish Turbo as a premium brand with long-term potential.
Solution
As Head of Marketing, Kill Your Darlings led Turbo’s marketing function, translating the brand vision into a growth strategy across every audience touchpoint.
We built the marketing around what made Turbo different. Next to promoting headline entertainment, the campaign centred on access, curation and the experience surrounding the official Formula 1 weekend, positioning Turbo as the place where relationships were built before the evening continued across Monaco.
Alongside audience development through CRM, owned channels and paid acquisition, we led the integration of premium partners including House of 10, Belvedere 10 and Muze Tequila ensuring they became a natural part of the overall experience rather than traditional sponsorship placements.
Paid media strategy, budget allocation and performance direction were managed in collaboration with a third player, keeping audience growth aligned with the event’s premium positioning.
Results
Turbo established a distinctive position during one of the world’s most competitive luxury weekends, attracting an international audience while laying the foundations for long-term growth.
Beyond the event itself, the project created a scalable marketing framework, direct audience relationships and a partnership model that future editions can continue to build on.
Credits
Client
:
Turbo
Branding
:
Ruby Carmen
Ads
:
Digitong
