In a high-octane fusion of sport, travel and entertainment, Marriott Bonvoy has teamed up with the Mercedes-AMG PETRONAS Formula One Team to launch The Secret Concierge — a new global content series starring comedian and actor Jack Whitehall.
The episodic series follows Whitehall, in the role of an unconventional “Secret Concierge,” responsible for orchestrating unforgettable, bespoke experiences for F1 drivers, George Russell and rising star Kimi Antonelli. With the support of social creators @ItalianBach and @GeorgeClarkeey, each episode showcases curated itineraries that reflect the spirit of each host city and the signature hospitality of Marriott Bonvoy.
Set against the backdrop of the 2025 F1 calendar, the series kicks off in Barcelona, following a teaser filmed in Monaco, where George Russell is based. Upcoming episodes will spotlight Silverstone, Singapore and Las Vegas—inviting fans to go behind the scenes of the Formula One lifestyle and explore Marriott’s global destinations, through the lens of high-performance travel.
The concept was developed in close partnership with the Mercedes-AMG PETRONAS F1 Team and 160over90, creatively produced by OH SIX Agency, with all supporting campaign assets delivered through the partnership of 160over90 and OH SIX Agency. The content is designed with social-first storytelling in mind, reflecting how fans today, engage with sport, entertainment and travel.
Andrew Watson, vice-president of marketing for Marriott International, described the association with the team “as one of the “most successful” deals in a sports sponsorship portfolio.” Watson said the F1 team had helped the hotel group to improve its brand awareness and perception, with an emerging fanbase of keen travellers. Being able to tell and amplify the travel story, through the lens of F1, where there are 24 global races, across five continents gives us new ways to connect with these sports fans and educate them on the value of Marriott Bonvoy” he said in a SportBusiness Sponsorship interview,
”Richard Sanders, Chief Commercial Officer, Mercedes-AMG PETRONAS Formula One Team stated, “Our collaboration with Marriott Bonvoy has continued to elevate the fan experience and bring people closer to the action. We’re proud to extend this relationship and explore new ways to connect with fans around the world through innovative content and unforgettable experiences.” He said in a HospitalityNett.org interview
The Secret Concierge will roll out across Marriott Bonvoy’s global social media and digital platforms starting this month, bringing audiences closer to the action, culture and comedy, behind every Grand Prix.
Link to the first episode here: https://www.instagram.com/mercedesamgf1/reel/DKoxniqtgTL/
