Williams F1 hires Performance PR to promote new R&D agreement

by Gemma O'Reilly, prweek.com 02-Nov-09, 09:08

Williams F1 has appointed sport and automotive specialist Performance PR to support its R&D agreement with the Qatar Science & Technology Park.

The joint venture between Williams F1 and the QSTP was announced ahead of the inaugural Abu Dhabi Grand Prix yesterday.

The establishment of the Williams Technology Centre at QSTP is intended to commercialise technologies developed in Formula One for civil and industrial application. It will have a particular focus on energy-saving technologies and road safety initiatives.

London and Dubai-based Performance PR will actively promote the association, which will initially be charged with the progression of two Formula One-inspired R&D projects across the Gulf region.

The agency will focus on raising the profile of the Williams F1 brand via the Pan-Arabic newspaper, business, magazine and broadcast media. It will also dovetail its activities into the wider global Williams F1 communications programme.

The Williams Technology Centre will initially focus on the development of a magnetic flywheel for renewable energy applications and an advanced driver simulator for road car training, safety and entertainment purposes.