F1 advertising has officially taken over Miami international Airport.
Everyone in the Formula 1 community raced to Miami International Airport for the second annual Crypto.com Miami Grand Prix this past weekend, including advertisers! The popular 2023 event was attended by 270,000 fans over the course of the weekend, an increase of over 30,000 from last year’s inaugural race.
A wide variety of advertisers blanketed the busy airport in automobile advertising, from oversized static and synchronized digital screens to impressive sampling exhibit space. Formula 1 is exploding in popularity across the U.S., and with three races now taking place across the nation, airport advertising is a great way to capture the attention of traveling fans.
Event sponsors have partnered with JCDecaux in the past, extending their branding beyond the racetrack to immerse Miami travelers in a memorable, fully branded weekend sporting experience. Heineken’s focus on events-targeting has led them to a digital takeover across our Miami Prestige Digital network.
Patron has gone above and beyond to make an impression at the top international airport. Complimented by full-airport PDN coverage, the latest exhibit from the major liquor brand takes over a key concourse area to create a memorable sampling experience for travelers! Such exhibits have a high success rate: a previous liquor sampling exhibit in the same location returned a 43% conversion rate.
Aramco team partner Juniper joins the group on the Prestige Digital Network, promoting their partnership. This campaign primes viewers to spot the technology company’s branding throughout the weekend, using this opportunity for repeat views to establish some deeper context for their company’s mission.
Two partners of the Petronas team show up at MIA as well: Mercedez-Benz and IWC. As a key team sponsor, Mercedez-Benz shows off some of their latest vehicles on our digital spectaculars: what better time to spotlight exhibiting new automobiles than a F1 race? IWC celebrates the 10 year partnership with the team by promoting their stylish new release for the event across our impactful overhead static banners.
Not all advertisers used their event-targeted advertising to display overtly Formula 1 related content: brands like Montblanc, Omega, Marc Jacobs, and Hennessy all leveraged the expected surge in airport traffic during this time period to reach excited and engaged audiences.
With high-impact advertising networks guaranteed to capture audience attention in the gateway to key markets across the nation, event advertising with JCDecaux continues to be a lucrative and opportune advertising strategy for high-profile brands!