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Michelin-Star Marketing: How McLaren’s CMO Louise McEwen Is Refreshing Fan Engagement Around the Globe

Sarah Johnson

McLaren Racing is no stranger to high-octane action on the track but with CMO Louise McEwen steering the marketing strategy, the team is doing something even more thrilling: transforming its brand experience off-track and cementing a deeper connection with fans worldwide.

🚀 Trafalgar Square Goes Papaya

At Cannes Lions, McEwen explained McLaren’s bold decision to wrap London’s Trafalgar Square in the team’s signature papaya hue. It wasn’t just a stunt it was a statement. The activation sought to engage everyday passersby, spark fresh conversations, and signal that McLaren’s fandom is not exclusive to die-hard motorsport followers but open to everyone.

🎯 Fan-First Strategy in Action

McEwen’s philosophy? Put fans at the center of everything:

  • Cultivate emotional connections – McLaren’s presence in public spaces like Trafalgar Square transforms fans from spectators to participants, fuelling a brand-community spark.

  • Know your audience – Since her time at Vodafone, McEwen has prioritized deep fan research, helping McLaren embrace new demographics while nurturing legacy supporters.

  • Leverage shared spaces – With only about 1% of fans attending races in person, McEwen believes activations in urban centers and digital platforms can bring the thrill of F1 closer than ever.

🔄 Innovation Meets Heritage

McEwen’s work reflects a smart balancing act: celebrating McLaren’s rich racing legacy while staying culturally relevant.

  • Heritage as inspiration – The brand taps into icons like Ayrton Senna and its 62-year racing history to build credibility and emotional storytelling.

  • New frontiers – McLaren’s upcoming return to the 24 Hours of Le Mans and an emphasis on interactive activations show how legacy and innovation can coexist.

🌐 Beyond the Track

McEwen sees F1 as just one of many touchpoints:

  • Global footprint – McLaren interacts with fans across digital and physical channels nearly 60 weekends a year across various series, including IndyCar, Formula E, and e‑gaming.

  • Scaling impact – Strategic presence from Trafalgar Square to city festivals aims to reach a broader, more diverse audience than ever before .

📣 Why It Matters

  1. Brand relevance – In an age where attention is fleeting, public and cultural activations create memorable touchpoints.

  2. Fan loyalty – Deep research and emotional storytelling turn casual observers into devoted supporters.

  3. Revenue engine – More engaged fans can drive sponsorship value and commercial partnerships.

  4. Cultural resonance – McEwen’s approach positions McLaren as a contemporary lifestyle brand, not just a motorsport icon.

Louise McEwen is steering McLaren into new territory: away from purely racing-focused branding and toward immersive, cultural storytelling. Whether it’s painting Trafalgar Square or activating urban spaces around the world, her strategy is turning fans into community, legacy into relevance and motorsport into mainstream excitement.

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