The world’s biggest eco-friendly car race was promoted by Legends PR and Communications company when it moved to the historic streets of Diriyah on the outskirts of Riyadh.

The ABB FIA Formula E World Championship held its second and third rounds of the ninth season at the Core Diriyah E-Prix 2023 from 27-28 January. The double-header race saw the Formula E Gen3 ultra-fast net-zero carbon car, with speeds of 200 mph, compete for the first time in the Kingdom.

A total of 22 drivers from 11 teams competed in the event, which played a major role in consolidating Saudi Arabia’s position on the global sport and tourism map. Consequently, Legends was keen to develop an outstanding and innovative media plan to achieve maximum coverage before, during, and after the race.

After arranging a press conference to announce the event, Legends invited about 300 media outlets from around the world to cover it as well as creating a number of teasers to raise anticipation among fans. Interviews were arranged with everyone from Prince Khalid bin Sultan Al Abdullah Al Faisal, chairman of the Saudi Automobile and Motorcycle Federation, to tourists who had travelled to the country for the E-Prix. A total of 289 press reports were achieved in 24 countries on 30 media platforms such as Bloomberg, Associated Press, AFP and Reuters.

Legends also filmed backstage at the sideline concerts with US singers John Legend and Miguel, Egyptian superstar Mohamed Hamaki, DJ Martin Garrix, Egyptian singer Mahmoud El Esseily, rapper French Montana, and Saudi DJ Dani Bogari. The company made a film documenting special moments experienced by the audience during the race.
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Legends was created in Riyadh in late 2019. With a global team of experts, the company provides well-crafted PR, communications, and consultancy services. Legends’ versatile skill set, including crisis management and institutional representation, engages audiences through running efficient international campaigns that have a guaranteed far-reaching impact.

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