It's taken almost seven decades but Formula One has finally launched its first ever global marketing campaign since the sport's inception in 1950.
The campaign kicks off with the release of a frenzied one-minute video entitled "Engineered Insanity" which showcases the exhilarating sights and sounds of Grand Prix racing as seen through the eyes of a selection of blown away "superfans" standing inside a wind tunnel.
"There is definitely a sense of appreciation that for the first time Formula One is promoting the sport and the series itself," F1's new director of marketing, Ellie Norman, told Reuters.
"The teams work incredibly hard from their team and driver perspective but there has not been something from Formula One that promotes the series."
Indeed, over the course of his tenure at the helm of the sport, former supremo Bernie Ecclestone relied on teams, sponsors and race promoters to advertise the elating qualities of Formula One.
Norman said the innovative campaign would run and develop throughout the 21-race season, with various iterations taking into account championship events as they unfold.
"One example would be that in-between every race there is a new edit, a 30-second piece of film that is created that starts to take the key moments from the race before and plays that back almost as a snapshot.," she explained.
"It’s literally to keep people engaged with Formula One."
As Liberty Media ramps up its efforts to promote Formula One's new era, city events and fan festivals modeled on last year's London Live event are scheduled to take place in Shanghai, Marseille, Berlin and Miami during the run-up week to a race.
"We’ve had really positive pickup from a number of teams that want to come and either do static cars, bring team members down, live demo runs," said Norman. "That depends on logistics, availability.
"I’m really positive with how the teams are working closely with us.
"I think they also understand with the growth of all their social channels and engagement from fans, that actually if we all work together in some of these elements it’s good for the sport everywhere."
Check out Formula One's "Engineered Insanity" below.
— Formula 1 (@F1) March 16, 2018