Dubai’s World Sports Advertising has revealed details about the OOH campaign that it delivered for SAP, an Official Team Partner of the Mercedes-AMG PETRONAS Formula One Team, which capitalised on the team’s strong momentum during the 2026 Miami Grand Prix weekend.
The objective of the campaign was to extend the brand’s presence beyond the circuit through a strategically planned out-of-home campaign.
Dubai provided the operational base for campaign planning, partner coordination and deployment. By combining airport media with premium roadside digital billboards, World Sports Advertising created a connected audience journey that extended from arrival at Miami International Airport through to movement across the city.
As such, the campaign leaned into airport media and citywide digital billboards to engage premium business travellers, international visitors, and Formula 1 audiences from their arrival at Miami International Airport through to their movement across the city.
Rather than promoting Formula 1 itself, the campaign leveraged the increased movement of premium audiences created by Grand Prix weekend, ensuring SAP remained visible throughout the traveller journey.
The campaign used out-of-home (OOH) media, including airport arrivals, baggage claim, escalator domination, terminal routes and premium roadside digital billboards across Miami, creating a connected journey from airport arrival into the city.
“Dubai gives us a strong base for international OOH planning. The SAP campaign demonstrates how audience movement, context and timing can be combined to create meaningful brand visibility beyond traditional media buying,” said Mark Dolan, Regional CEO, World Sports Advertising.
It was designed to reach not only business travellers and international travellers, but also enterprise decision-makers, technology professionals, investors and event-led audiences attending or travelling during the Formula 1 Miami Grand Prix weekend.
The success of the campaign was measured through overall audience reach, total impressions, frequency of exposure across the airport and citywide OOH network, and visibility among premium business travellers, international visitors, and event-led audiences.
The campaign reached an estimated audience of approximately 9 million people.
CREDITS:
Client:SAP
Agency: World Sports Advertising
