The Challenge 

Marriott Bonvoy wanted to elevate its presence in the cultural conversation by leveraging its partnership with the Mercedes-AMG PETRONAS F1 Team and its credibility within the world of Formula 1.

Following the success of entertaining, comedic content the previous year, the opportunity was to build on that momentum with a format that audiences would genuinely want to watch — while showcasing Marriott Bonvoy’s portfolio and the experiences available through its hotels.

The Solution 

Enter Jack Whitehall: Marriott Bonvoy’s Secret Concierge.

Tasked with creating the ultimate insider travel guides for F1 drivers, Jack curated bespoke itineraries across key race destinations, bringing together unforgettable Marriott Bonvoy stays, high-octane sport, world-class cuisine, cutting-edge culture and show-stopping entertainment — all with his trademark humour and energy.

The result was a four-part content series, with episodes tailored to key regions across EMEA, APAC and the US/Canada, supported by social-first cutdowns featuring key brand messaging.

The series was distributed across the social channels of Mercedes-AMG PETRONAS, Jack Whitehall, Marriott Bonvoy Global and participating creators, allowing the campaign to reach both highly targeted F1 audiences and a broader cultural audience.

By combining the credibility of F1 with Jack Whitehall’s entertainment value, Marriott Bonvoy created a series that went beyond traditional sports sponsorship content — turning race-weekend destinations into entertaining, culturally relevant travel experiences.