The six-year tenure of the highly successful Lucky Strike F1 sponsorship business saw the adaption and development of a core communications strategy by 63G that in essence had three key objectives. 63G’s specific goals were to exploit the brand's sponsorship encompassing both on and off-track activities to harness the proactive interest and support of the F1 media, and use the personalities of the drivers, the team and the sponsorship itself to take the brand beyond the traditional F1 boundaries and into the lifestyle arena on an international scale.