People
Benjamin Grenon is hands on at the Zhuhai International Circuit’s track
Racing to win The Zhuhai International Circuit’s marketing makeover hits high-gear
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uto racing is largely a gentlemen’s sport in China’s top track cities. That goes double for Shanghai and Zhuhai. No one understands this social equation better than Benjamin Grenon, the Deputy General Manager and Sales & Marketing Director at the Zhuhai International Circuit. Mr. Grenon, whom earned his MBA from the heralded French business school ESSCA, has successfully put the Zhuhai International Circuit (ZIC) on the map. Since joining ZIC in 2003, Mr. Grenon’s branding strategies have brilliantly brought on international sponsors to ZIC, such as Audi and Renault. What’s more, ZIC has become extremely popular with Chinese fans — they pack the grandstands and VIP tower alike. Speaking of the club
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DELTA BRIDGES
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tower: this is where many of Zhuhai’s silk set swarm for races and enjoy succulent red-meat buffets prepared by the Lexington Plaza Zhuhai Zobon business hotel. In short: he’s helped make auto racing a middle and upper-class family weekend outing affair. And they’re coming out in droves.
ZIC has become extremely popular with Chinese fans DELTA BRIDGES
Oct. 2008
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