QATAR. BAT has unveiled a striking VELO activation at Hamad International Airport in partnership with Qatar Duty Free.
Located in the travel hub’s South Node, the activation coincides with the build-up to the Qatar Grand Prix (30 November) and runs from 8 September to 4 December.
The campaign highlights the latest expression from the VELO x McLaren Formula 1 Team partnership, inviting adult consumers to experience BAT’s premium oral nicotine pouch brand through a dynamic, motorsport-themed concept.
The installation’s biggest draw is a McLaren Formula 1 Team simulator, offering adult consumers the opportunity to experience the exhilaration of the racetrack at the airport.
Building on the success of previous VELO x McLaren F1 collaborations at the airport, this pop-up raises the bar with a more prominent, interactive presence in the South Node and strengthens BAT’s partnership with the McLaren F1 Team, established in 2019.
Travellers purchasing VELO x McLaren Formula 1 Team limited-edition products will also receive exclusive branded gifts, available while supplies last.
Qatar Airways Group Chief Retail & Hospitality Officer Thabet Musleh commented: “At Qatar Duty Free, we’re all about turning each trip into something unforgettable – bringing VELO and McLaren together in our South Node feels spot on. Adult travellers don’t just pass through here; they get to really experience the best in global partnerships, digital innovation and hands-on excitement.”
“This activation is a bold statement of intent for VELO in the Middle East,” added BAT General Manager of China and Global Travel Retail Andy Hrstic.
“By combining our premium retail offering with a world-class brand partnership, we are delivering a unique experience for adult nicotine consumers at one of the world’s most dynamic airports.
“Consumer preferences in global travel retail continue to evolve, with more travellers increasingly seeking a variety of reduced-risk alternatives to cigarettes.
“Activations like this allow us to work with trusted partners to showcase our multi-category portfolio and bring our transformation to life, accelerating our mission to Build a Smokeless World by encouraging adult consumers to switch to smokeless products.” ✈
