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:
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Cultivate emotional connections – McLaren’s presence in public spaces like Trafalgar Square transforms fans from spectators to participants, fuelling a brand-community spark.
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Know your audience – Since her time at Vodafone, McEwen has prioritized deep fan research, helping McLaren embrace new demographics while nurturing legacy supporters.
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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.
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Heritage as inspiration – The brand taps into icons like Ayrton Senna and its 62-year racing history to build credibility and emotional storytelling.
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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:
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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.
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Scaling impact – Strategic presence from Trafalgar Square to city festivals aims to reach a broader, more diverse audience than ever before .
📣 Why It Matters
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Brand relevance – In an age where attention is fleeting, public and cultural activations create memorable touchpoints.
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Fan loyalty – Deep research and emotional storytelling turn casual observers into devoted supporters.
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Revenue engine – More engaged fans can drive sponsorship value and commercial partnerships.
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Cultural resonance – McEwen’s approach positions McLaren as a contemporary lifestyle brand, not just a motorsport icon.