On location: Qatar Duty Free brings the thrill of Formula 1 to Hamad International Airport
Qatar Duty Free’s “Live the F1 Life” campaign blends luxury, innovation and excitement, bringing the thrill of Formula 1 to Hamad International Airport
As Founding Partner of the Formula 1 Qatar Airways Qatar Grand Prix 2024, Qatar Duty Free (QDF) proudly presents its dynamic campaign, “Live the F1 Life.” From November 8 to December 8, Hamad International Airport transforms 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 travelers a cohesive environment where they can engage with Formula 1 at every stage in their journey – from the skies to the airport to the racetrack. The campaign reinforces QDF’s position as an industry leader in curating experiential travel retail and reimagining how passengers connect with iconic global events.
The outstanding achievement of the "Live the F1 Life" campaign is evident, with a remarkable year-on-year increase during the race weekend compared to the same period last year.
Passengers are invited to race into the adrenaline-fueled world of Formula 1 through a series of activations that complement the Formula 1 experience on their Qatar Airways flights. Social media teasers, e-mail campaigns and app notifications generate excitement before passengers arrive at Hamad International Airport.
Throughout the airport, Qatar Duty Free’s special “Live the F1 Life” video, featuring a racecar zooming through Hamad International Airport, prominently showcases on the airport’s iconic screens.
As Founding Partner of the Formula 1 Qatar Airways Qatar Grand Prix 2024, Qatar Duty Free is demonstrating its leadership in curating world-class passenger experiences. Qatar Duty Free’s “Live the F1 Life” invites travelers to engage with Formula 1 at every step of their journey
An authentic F1 car installed near the iconic Lamp Bear offers the perfect 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 Daniels and VELO are available for purchase, presented in eye-catching and interactive in-store displays. These dynamic F1-themed retail experiences have resulted in an impressive boost in sales compared to the same period last year. Meanwhile, the IWC Schaffhausen Formula 1 racing simulator offers an immersive experience that puts travelers in the driver’s seat, letting them feel the thrill of the racetrack firsthand.
Shoppers can play the Jack Daniel’s “Test Your Reaction Speed” interactive game while browsing duty free
An inside look at the IWC Schaffhausen Formula 1 racing simulator located at the airport
The airport also teamed up with VELO to highlight the sporting event; according to QDF, The “Live the F1 Life” campaign achieved a remarkable year-on-year increase in airport sales during the Formula 1 weekend
Over 10 dining outlets across the terminal, including Gordon Ramsay Burger, Emporio Armani Ristorante & Caffe, Oreo Café and Ralph’s Café, infuse the energy of the race to the table with Formula 1-inspired menus that reflect its adrenaline-fueled spirit.
F&B F1 menus can be found at 10 dining outlets across the airport
To kick off the weekend, seven-time F1 Champion Lewis Hamilton world premiered his short film at Hamad International Airport in partnership with IWC Schaffhausen. The film follows Hamilton as he receives astronaut flight training via the Polaris Program.
Seven-time F1 Champion Lewis Hamilton at the world premiere of his short film in partnership with IWC Schaffhausen
Global Travel Retail Magazine was on site for the sporting event, receiving the full VIP experience. Below is Deputy Editor Laura Shirk with Chief Retail and Hospitality Officer at Qatar Airways, Thabet Musleh.
In the end, Max Verstappen at team Red Bull took first place. With the constructors title up for grabs, the racing teams now head to Abu Dhabi for the final race of the year.
[L-R]: Thabet Musleh, Chief Retail and Hospitality Officer, Qatar Airways and Laura Shirk, Deputy Editor, Global Travel Retail Magazine
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