Michelin Pilot Sport Experience Asia


Incentive for 700 customers



Pepping up a concept initiated in 2008

Competition is inherent to Michelin, to its DNA and its philosophy: it stands as an extreme laboratory to test and try tomorrow’s solutions on many tracks and grounds worldwide. Michelin is involved in both international and local challenges, on all continents.

Looking to highlight its sporting successes in Asia and to strengthen its products image, the brand decided in 2008 to create an incentive for its best customers and dealers: the Michelin Pilot Sport Experience Asia. Having run the event for 5 years, Michelin wanted to boost and pep up its concept. They got in touch with us to organise the 2013, 2014, 2015 and 2016 editions.

Our response


Driving on all grounds!

Looking to pep up this event more, we worked on that task by devising a programme comprising several types of driving with very little breaks. Single-seater, touring car, rally and prototype workshops allowed to enhance Michelin tyres’ exceptional capacities under all types of conditions and to the delight of all participants.

In terms of logistics, around 700 guests attended the Sepang International Circuit in Malaysia every single year. Each of them participated in a 3-day session either in July or August. To manage such a large-scale event, we employed 35 members of staff, fully committed to our guests, and provided a fleet of 20 competition vehicles.


Our missions:

  • Strategic advising
  • Planning and staging the event
  • Logistics and transport
  • Selecting multilingual staff members
  • Schedule management
  • Accommodation management
  • Fleet management