Tapping into the excitement and influx of visitors, brands like Heineken and Tag Heuer are successfully integrating their messages into the fabric of this premier event.
The Miami Formula 1 Grand Prix is not just a race; it's a focal point for a massive influx of sports enthusiasts from around the world, drawing a record attendance of 275,000 people this year. As these enthusiasts travel through the airport, well-crafted advertisements set the stage for their weekend experience, guiding their choices and preferences even before they reach the racetrack.
As an official event partner, Heineken understands the importance of engaging with the audience early. Positioned prominently throughout the airport and making full use of our expansive Prestige Digital Network, which includes 102 digital screens, Heineken is showcased prominently as the ideal refreshment for the weekend festivities. The ads aim to connect the crisp, refreshing taste of Heineken Silver with the excitement of F1 racing, encouraging attendees to seek out the brand during the event and afterwards, helping to build lasting customer relationships.
Aligning with Mexican driver Checo Perez, Patrón Tequila capitalized on its sponsorship to weave a narrative of heritage and celebration. Timed perfectly with the Miami race, where tequila consumption has surged by over 25% in the past year, Patrón executed a full-scale concourse takeover at the airport. The installation featured vibrant green wraps and a central exhibit, offering a dynamic brand experience that allowed for alcohol sampling of Patrón’s top sellers. Such an activation not only captures attention but also significantly boosts inclination towards purchase, with a Mosaic study indicating that 91% of travelers are more likely to buy a product after such a brand engagement.
Deeply rooted in motorsport, Tag Heuer leveraged airport Out-of-Home (OOH) advertising for the launch of its collaboration with fashion retailer Kith, to reissue the iconic TAG Heuer Formula 1 watch. The campaign utilized oversized digital spectaculars to showcase the limited-edition watches in ten vibrant colorways, which were available exclusively in Miami ahead of their global release. These strategically placed ads capitalized on the high visibility and excitement of the race, not only aligning Tag Heuer with the event but also driving significant traffic to local Miami stores, making it a must-visit retail destination for fashion and watch enthusiasts arriving in the city.
Targeting the ultra-wealthy, Louis Vuitton strategically deployed its campaign for the exclusive Chiffre Rouge watch via the JCDecaux private aviation network. Coinciding with the arrival of over 500 private jets in Miami for the race weekend, the campaign utilized large format exterior banners at the Embassair private terminal to capture the attention of high-net-worth individuals. With this strategic placement Louis Vuitton took full advantage of the 300% increase in jets arriving from across the country.
By tapping into the excitement and influx of visitors, brands like Heineken, Patrón, Tag Heuer, and LVMH have successfully integrated their messages into the fabric of this premier sporting event. As the spectacle of live sports continues to grow, airports remain an essential touchpoint for brands aiming to make a memorable impact, priming travelers with immersive advertising experiences that drive both immediate gratification and long-term loyalty.