The event on 6 July will require one of the most rigorous planning operations in central London as it entails the closure of Regent Street and several surrounding streets. WS GJW is helping to manage relations with retailers, residents, the emergency services and London Underground.
The parade will include all the major F1 manufacturers, including Ferrari, Jordan, McLaren Mercedes and BMW Williams, and is recruiting sponsors, with any proceeds going to fund the arts in the London borough of Westminster.
The event was the brainchild of local councillor Ian Wilder. The Crown Estate’s retained consumer PR agency, The Communication Group, is tasked with selling the event into the media.