The Formula 1 of KHP Consulting.

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Formula 1 is the pinnacle of motorsports and race car drivers, but it may not be as popular if it weren't for the works of a journalist. It began in 1985 with a native German journalist named Katja Heim who desired to bring Formula 1 above "[. . .]its limitations of its traditional media coverage in the motoring press and develop into a lifestyle brand in itself." This desire gave birth to KHP Consulting: an integrated communications agency. They have been of great help to the Formula 1 racing industry in its development of worldwide popularity.

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KHP Consulting is an integrated marketing communications agency that provides event management, PR and communications, sponsorship consulting, and strategic advisory. The duty of event management is to provide hospitality for their clients and other services necessary for the event. For example, their work for Shell consisted of facilitating communication between Shell operating units,
building relationships and attending to needs of specific organizations related to Shell, and developing activities for the race event. PR and communications services clients through consulting strategies. For example, KHP Consulting worked on developing Red Bull and Casio's new sponsorship by generating media and consumer awareness. Sponsorship Consulting served to negotiate contracts and sponsorships between their clients (i.e. the Red Bull and Casio example). Lastly, KHP Consulting offers strategic advisory, which is its foundation of service. They solve all issues related to the event from race track operational management to ticketing, they bring race events to Formula 1 organization, and they find sponsors in order to help develop partnerships for local, national and international organizations. KHP has had many accomplishments throughout the years to prove its excellency for Formula 1 (more information about KHP Consulting can be found here).

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KHP has assisted Formula 1 and its sponsors well throughout recent years. It has helped improve the relationship between fans and Formula 1. They executed this through the introduction of the track walk, bus tours, public pit walk, driver meet and greets, consumer promotions, and race taxi rides on the track (this information can be found here). These activities give life to the ideas of fans who participate in these events. These interactive events give the fans a better idea and feeling of what its like to be Formula 1 race car driver. Ultimately, helping inspire fans to have more support for Formula 1 and give a clearer identity of what Formula 1 is. KHP has not only attended to Formula 1 fans, it has helped stage events at international racing circuits. Their introduction of the Bahrain International Circuit is proof of this. In 2003, KHP was asked to help introduce a new Grand Prix Circuit into Formula 1. Within six months, birth was given to the Bahrain International Circuit. This event just shows how well KHP Consulting performs and executes their objectives. It also shows how important their clients are. Thus, proving its excellency in Formula 1. If that's not enough proof, KHP has recently received many awards for their outstanding tasks. These include Best Race Promoter of 2004, FIA Institute Centre of Excellence Award in 2007, and Best Race Promoter of 2009. And if that's not enough, even Bernie Ecclestone, the President and CEO of Formula 1 approved of KHP stating that, "Operating in F1’s very tough environment KHP have proved over and over again they can deliver beyond their client’s expectations." KHP Consulting has been playing a large role in Formula 1 by executing its diverse duties and succeeding in the world of Formula 1.

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I have no idea how common it is for a journalist to create an integrated marketing communications agency and succeed. One thing is for sure, Katja Heim is one of those cases. Her creation of KHP has been a career success by assisting Formula 1 into the popular sport it is today. Its ability to gain sponsorship, create activities to help engage everyone involved with the sport (fans, new coming fans, sponsors, racers, etc.), solve problems for their clients, and achieve goals that assist Formula 1 in its growth. KHP Consulting services approved by their many awards and accomplishments. Even Bernie Ecclestone, the man who works with them approves of them. Has KHP Consulting improved Formula 1 through its marketing practices? Why not.

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