26 Jun 2014 Multi-dimensional Pan Delta; the most valuable commercial platform

Pan Delta has proved itself to be a valuable commercial platform once again,showcasing how to transform a two dimensional race event into a three dimensional festival.

At noon on 14 June 2014, at the Pan Delta Super Racing Festival, the world renowned auto manufacturer Mini is launching their latest car, with live music and dance. Utilising the lunch break at Pan Delta, this show has helped to help the spectators relax while giving the manufacturer a nice marketing platform.

On 15 June 2014, renowned motorcycle manufacturer Yamaha also held a new motorcycle launch media event, including test rides. Apart from Yamaha, Kawasaki and Wuyang Honda have also entered Pan Delta. Tyre manufacturers GT Tires and Pirelli are also running promotions at Pan Delta.

Pan Delta has in fact has now got to provide the same VIP hospitality room to two different clients over the same weekend. A new procedure that the staff from both ZIC and Sheraton Hotel Zhongshan will need to get used to.

The race organizers create the platform for the teams and drivers to perform. Then with the spectators and media attention, comes the sponsors who like what they see. This is organic and healthy growth.

The Pan Delta event has carefully positioned itself as a family event. It does attract fans by giving each of the first 6,000 spectators a bottle of mineral water, but once they are here, there are numerous activities to keep them interested. The 40,000 weekend attendance figure is the result of 10 years of hard work and dedication.

"This is the Pan Delta we want," ZIC General Manager Mr. Stewart Tan said. "The spectators inside ZIC are our VIPs, the businesses that the spectators want are the businesses that Pan Delta wants. I will even say that auto products title sponsors are not welcome. As the race organizer, we must set our sights higher and further, this is not just for the development of the race event, but to give our teams more room for survival."

In fact, Pan Delta's insistence on not fighting for sponsors against its teams have made the event prosperous. Since the oil product stopped being a sponsor of the Circuit Hero race, there has been no title sponsor for this race. "We are the organizers and we must stand on higher ground with a broader vision. Auto parts is just a small part for us. But for our teams, it could be life or death. Without the performers, where do we get our spectators and businesses?"

Pan Delta has earned its keep by hard work. It has provided a platform and room for teams to survive and develop. The media get their stories and the fans have a great day out. Winners all around.