Mix the Marriott Bonvoy, Mercedes-AMG PETRONAS Formula One Team & Jack Whitehall. Add a fun creative idea, The Secret Concierge, content series. Creative production company, OH SIX and sports agency, 160over90, have blended high-octane fusion of sport, travel and entertainment into a global content series that draws attention.
The episodic series follows comedian, Whitehall, in the role of an unconventional Secret Concierge, responsible for orchestrating unforgettable experiences for F1 drivers, George Russell and rising star, Kimi Antonelli. With the support of social creators, @ItalianBach and @GeorgeClarkeey, each episode features curated itineraries that reflect the spirit of each host city and the signature hospitality of Marriott Bonvoy.
The series is set against the backdrop of the 2025 F1 calendar and kicks off in Barcelona following a teaser filmed in Monaco, where George Russell is based. Upcoming episodes will spotlight Silverstone, Singapore and Las Vegas, inviting fans to go behind the scenes of the Formula One lifestyle and explore Marriott’s global destinations.
The concept was developed by the Mercedes-AMG PETRONAS F1 Team and 160over90 and creatively produced by OH SIX Agency, with all supporting campaign assets delivered through the partnership of 160over90 and OH SIX Agency.
Andrew Watson, vice-president of marketing for Marriott International, described the association with the team “as one of the “most successful” deals in a sports sponsorship portfolio. He said that the F1 team had helped the hotel group to improve its brand awareness and perception, with an emerging fanbase of keen travellers. “Being able to tell and amplify the travel story, through the lens of F1, where there are 24 global races, across five continents gives us new ways to connect with these sports fans and educate them on the value of Marriott Bonvoy,” he noted.
”Richard Sanders, chief commercial officer, Mercedes-AMG PETRONAS Formula One Team, commented, “Our collaboration with Marriott Bonvoy has continued to elevate the fan experience and bring people closer to the action. We’re proud to extend this relationship and explore new ways to connect with fans around the world through innovative content and unforgettable experiences.”
The Secret Concierge will run on Marriott Bonvoy’s and Mercedes-AMG PETRONAS’ global social media and digital platforms.
