QATAR. Qatar Duty Free presented a dynamic and highly engaging experiential campaign, ‘Live the F1 Life’, at Hamad International Airport to coincide with the Formula 1 Qatar Airways Qatar Grand Prix 2024 last weekend. The travel retailer, part of Qatar Airways group, is a Founding Partner of the Qatar Grand Prix.
The Moodie Davitt Report was on location in Doha to see the campaign – which runs to 8 December – first-hand. Click here for President Dermot Davitt’s impressions of a memorable weekend in The Moodie Blog.
Since 24 November, Hamad International Airport has been transformed into a thrilling Formula 1-inspired destination, offering passengers “an immersive journey that combines world-class retail, exceptional dining and unparalleled experiences”.
The success of ‘Live the F1 Life’ is built on Qatar Duty Free’s integrated ecosystem alongside Qatar Airways and Hamad International Airport, offering travellers an environment where they can engage with Formula 1 at every stage in their journey – from the airline to the airport to the racetrack. It blends “luxury, innovation and excitement”, said the company.
Qatar Duty Free said sales soared over the race weekend and hailed a “remarkable year-on-year increase” compared to the same period last year.
Social media teasers, email campaigns and app notifications have generated excitement before passengers arrive at Hamad International Airport.
Throughout the airport, Qatar Duty Free’s special ‘Live the F1 Life’ video, featuring a race car zooming through Hamad International Airport, prominently showcases on the airport’s digital screens.
An authentic F1 car installed near the iconic Lamp Bear offers a photo opportunity for fans alongside a chance to win special prizes, including a limited-edition Tag Heuer Formula 1 Chronograph x Oracle Red Bull watch, through an interactive social media contest.
Exclusive Formula 1 merchandise from brands including Jack Daniel’s and VELO are available for purchase, presented in eye-catching and interactive in-store displays. These dynamic F1-themed retail experiences have resulted in a sales boost compared to the same period last year, said the retailer.
Meanwhile, the IWC Schaffhausen Formula 1 racing simulator offers an immersive experience for travellers. As reported, in the lead-up to Formula 1 weekend, Qatar Duty Free hosted a special event in partnership with the watch brand.
Held next to the IWC Schaffhausen pop-up near Orchard, the event featured the world premiere of a short film starring seven-time Formula 1 world champion Sir Lewis Hamilton. The premiere, attended by VIP guests, customers and media, was followed by an exclusive discussion with Hamilton and a special meet and greet.
Elsewhere, over ten dining outlets across the terminal, including Gordon Ramsay Burger, Emporio Armani Ristorante & Caffe, Oreo Café and Ralph’s Café, feature Formula 1-inspired menus.
Racetrack-themed retail displays across shop floors and checkout counters, keepsake shopping bags, and buggy and baggage carousel campaign takeovers also bring the racing circuit to life across the airport (pictured below).
Qatar Duty Free has also partnered with prominent local influencers (see video below). Dressed in the signature ‘Life the F1 Life’ tracksuit and helmet, influencers have been surprising passengers across the airport by handing out special gift boxes featuring cakes and pastries made at the in-house QDF pastry kitchen and decorated with detailed race-themed elements.
“The activation adds an additional layer of memorable and engaging touches to the passenger experience to further amplify the campaign’s reach,” said Qatar Duty Free.
To round out the week, Qatar Duty Free hosted guests at its luxury booth in the VIP Paddock Club at the Lusail International Circuit, the home of the Formula 1 Qatar Airways Qatar Grand Prix.
Click above and below for more short videos from Qatar Duty Free from the airport and racetrack highlights
The space incorporated elements from the ‘Live the F1 Life’ campaign, attracted a vibrant mix of celebrities, global brands, influencers, customers and other distinguished guests – “amplifying the excitement of race weekend by extending the experience beyond the airport and into the very heart of Formula 1 itself”. ✈
