Timed to coincide with the Formula One Grand Prix in Doha, the campaign transformed the airport into The Ultimate Gift-Stop: a destination where passengers could take home more than merchandise, they could experience the thrill of the track.

What we delivered and what made it work

As fans and passengers arrived in Doha, HIA became a celebration of Formula One with the distinctive creative heroing the iconic QDF Formula One car across hundreds of digital and print touchpoints throughout the airport. 

Timed to perfection, the Doha Grand Prix simultaneously aligns with the height of the retail gifting period.  A series of different creative executions highlighted the range of shopping, from Beauty, to Confectionary, to Fashion and Accessories, strengthening QDF’s role as the ultimate gift-stop for limited edition collections and podium worthy experiences, meaning this high footfall moment could successfully be turned into high impact retail engagement. 

Formula One like Qatar Duty Free, is iconic and all about world-class performance so this year’s campaign endeavoured to bring the high octane of Formula One into an elevated retail experience from the world’s best airport shopping. 

Why this matters for QDF

This takeover helped reinforce QDF’s Experiencentricity philosophy, putting the passenger at the heart of the journey, and transforming shopping into storytelling. The campaign reinforced QDF’s positioning as the world’s best airport shopping where sport, lifestyle and retail blend seamlessly.