Background
Since the inaugural Malaysian Formula One race at Sepang in 1999, Essence Communications has been organizing exclusive Client Relationship Management (CRM) packages for its customers. Over the years, we have hosted close to 3,000 guests from all over the world to witness ’s hottest and most prestigious annual sporting event. Our yearly engagement for organizing incentive trips and even for all-arrangement-made trips for customers, partners and staff has been increasing steadily. In 2006, we hosted more than 450 guests during the Formula One weekend over a spread of exciting Formula One-related events.

Challenge
As our client roster grows, it is a big challenge for Essence to continuously enhance relationship and rapport with all our clients by offering each exclusive priority at all times.

Over the 2006 Formula One Weekend, Essence was engaged to simultaneously host more than 4 prestigious clients and their guests. This meant that multiple events had to happen at the same time in different venues. As our clients are multinational and multiracial, we had to interact fluently in at least four different languages (English, French, Mandarin and German) and seamlessly execute logistical and tactical coordination in terms of transfers and transport, meals and accommodation and other VIP-level services.

Our challenge was to exceed all levels of expectations from our clients, e.g. from Paddock Club Services to Formula One race simulations at Sepang’s F1 Go Kart track for almost 100 enthusiastic drivers right down to basic coordination of the different activities.

Solutions
Essence put together a thoroughbred team, armed with superior project management experience and excellent multilingual abilities, to execute all projects and match the different level of exclusivity expected from each client.

All CRM packages were designed to include high quality premiums representing specific Formula One teams and tailored to each of our client’s needs. The Essence team got involved in the execution of every event at a very personal level and maximized the company awareness to each of the guest invited from our clients.

The most challenging project was the race simulation at the Sepang Go Kart Circuit where we worked to simulate an actual race and pull together various off-track entertainment and challenges like Remote Control Car racing and pit stop trainings. Essence hired the necessary facilities for preferential use by our guests for the entire day - before and after the actual Sepang Formula One race. Our schedule was also programmed to avoid any traffic jams when traveling between all destinations.

Results
Essence takes pride in being the choice Event Managers and a total turn key solutions provider for all events. Our clients and their guests had an eventful and enjoyable weekend. We achieved a 99% satisfactory rate and zero delay in terms of delivery and execution on all accounts.