Slow off the grid but grand prix set to roar

HOW can the world's loudest circus sneak into town? This year's Australian Formula One Grand Prix has found a way.

HOW can the world's loudest circus sneak into town? This year's Australian Formula One Grand Prix has found a way.

If there has ever been a quieter lead-in to Albert Park, no one can remember it. Where Melbourne used to go gaga for its grand prix, there has been little fuss ahead of Sunday's race.

Critics of the event will claim it as further evidence public interest is waning, but Australian Grand Prix Corporation chief executive Andrew Westacott says a bigger difficulty is trying to promote a show without access to its stars -- the men who drive the cars.

"I would love to have more build-up in event week," he told The Australian. "Myself, the Grand Prix Corporation, would love more access to the drivers . . .

"But now the event is here, I have got no doubt that people will know the grand prix is well and truly in town. They are going to hear it for a start."

Despite appearances of a sluggish start, Mr Westacott said corporate ticket sales were up on last year and sponsorship revenue had increased. An agreement for Qantas to stay on as naming rights sponsor this year was only finalised three weeks ago, as part of a new commitment by the airline until 2015, the final year of Melbourne's F1 contract.

The event this year spent more on promotional advertising, particularly in NSW and Queensland. The most expensive seats at the track, the $4000 charged for lavish corporate hospitality in the Paddock Club, have sold out.

Yet no amount of advertising can match the interest generated by Michael Schumacher getting about town, or Fernando Alonso talking up Ferrari's season prospects, or Sebastian Vettel declaring his hunger for a third consecutive driver's championship, or Mark Webber negotiating perennial questions about his chances in Melbourne.

The Formula One is attempting to sell itself in a sporting market crowded with early season NRL and rugby games, pre-season AFL and the business end of the A-League.

"I have seen a heck of a lot of press and media interest yesterday and today and that will continue now for the four days of the event," Mr Westacott said.

For the first time since the 1970s, there are two Australians on the starting grid and, thanks to the return of Kimi Raikkonen and Schumacher still competing at age 43, there are six world champions.