‘Live the F1 life’ is the memorable marketing tag line that leads Qatar Airways Group’s engagement with the many thousands of visitors to Doha this weekend, as the Qatar Airways’ Qatar Grand Prix took place at the Lusail International Circuit.
Qatar Airways welcomes guests to its home Grand Prix in stylish fashion via a digital canopy
Like many recent and current campaigns with Qatar Duty Free at the centre, it cuts across the airline, Hamad International Airport arrivals and departures and spans not just stores but restaurant menus, courtesy vehicles and crucially, airport-wide media, connecting at every point on the journey.
Qatar Airways branding and colours dominate the track landscape, and much of the cityDrivers’ profiles are emblazoned as icons across buildings in DohaPole position sitter George Russell gets away first on race day but not for long, as dominant World Champion Max Verstappen (left) wins againWith Qatar Airways Chief Retail & Hospitality Officer Thabet Musleh (left) at the Lusail International Circuit, where the Qatar Duty Free team delivered the warmest of Qatari welcomes to media guests and business partners
Taking in qualifying on Saturday evening were (from left) Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham, Qatar Duty Free Vice President Garrett Coogan, Dermot Davitt and Qatar Duty Free Vice President Marketing & Communications Augusto Deymonnaz (recognised by an astoundingly large number of Doha visitors this weekend as former England football manager Gareth Southgate)
Having been here for the Grand Prix weekend – where I and The Moodie Davitt Report’s events supremo Vincci Chung have been joined by many of Qatar Duty Free’s business partners and other media colleagues – the F1 spirit has gripped not just the airport community, but also the city and state.
Qatar Duty Free pledges experiences at a different level and a few lucky guests (including The Moodie Davitt Report) had access to some memorable private-access evenings. Above, US rapper 50 Cent performs at the Carbone Beach Club in Lusail on Friday, with influential rappers Nas and Busta Rhymes (below) playing late Saturday night.
A thrill for football fans as Champions League winners (from left) Marco Materazzi, John Obi Mikel and Rio Ferdinand spoke about their experiences and views on leadership at an intimate Legends Lunch on Sunday, with ex-England rugby player Martin Bayfield (standing right) asking the questionsA panel of leaders featured host Qatar Airways Group Chief Executive Officer Engr. Badr Mohammed Al-Meer (centre), Formula 1 President & CEO Stefano Domenicali and FIFA President Gianni Infantino
In line with Qatar Airways’ and Qatar Duty Free’s pledge to deliver memorable experiences, we have had access to a series of private and limited-access dining events, intimate beach club concerts (50 Cent, Nas and Busta Rhymes were all highlights at the magnificent late-night venue Carbone’s Beach this week), celebrity meet-and-greets, behind-the-scenes track tours and much more.
Qatar Duty Free is highlighting some major partnerships across the airport (more news to follow) via its stores, restaurants and digital platforms. Above right is a frame promoting a key partnership with luxury watch house IWC Schaffhausen, fronted by F1 driver Lewis Hamilton.The airport-wide ‘Live the F1 life’ campaign runs across every touchpoint during a weekend that celebrates Qatar Airways Group’s close ties with motorsport (arrivals above, baggage claim and departures below)
We’ll bring you some big partnership news from Qatar Duty Free in coming days. Meantime, here are some pictorial snapshots from the ‘F1 life’ taken over the weekend.
In the fast lane: The Moodie Davitt Report’s Dermot Davitt and Vincci Chung enjoy the Qatar Grand Prix experience with Qatar Duty Free
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