Lusail International Circuit (LIC) has unveiled a new cross-channel campaign – ‘Where Hearts Are Racing’.
The new campaign ahead of Formula 1™ Qatar Airways Qatar Grand Prix 2024 will highlight the emotional power of motorsport, and its unique ability to bring people together.
It will appear in over 15 markets worldwide, and connects the emotions of drivers with those of the fans attending the upcoming QatarGP, telling stories focused on experiences happening both on and off the track at LIC.
The campaign was launched locally in Qatar today in an exclusive preview event, and will encompass several platforms, including digital, social media, outdoor and video.
It will incorporate paid media, and will guide year-round storytelling to develop authentic stories that truly connect with fans and create emotional connections to the venue’s events.
LIC worked closely with creative agency FP7 McCann to develop the campaign platform that aligns with F1’s global brand and tells the venue’s unique local story.
The strong local narrative thread that runs throughout the campaign aims to highlight Qatar’s rich heritage and culture, its unique credentials as a motorsports destination, and the memories made with every visit to LIC.
Fatima Al Qaedi, Marketing & Communications Manager at Lusail International Circuit, said: “It seeks to create emotional connections and long-lasting memories through the experiences felt at Lusail International Circuit during race weekend, whether you’re a driver winning a race, a fan watching F1 live for the first time, getting an autograph from a racing hero, being inspired by future stars on the track, enjoying music and entertainment, or just soaking up the electric atmosphere at our venue.”
Julien Gillet, Head of Creative Strategy at FP7 McCann Doha, added: “Together, we’ve crafted a campaign that not only resonates deeply across diverse markets but also sets the stage for unforgettable, emotionally charged experiences.
‘Where Hearts Are Racing’ is a celebration of the thrilling surprises that await at the circuit for the Formula 1 event and beyond. We are excited for audiences worldwide to feel their hearts race with every lap and every story that unfolds at this spectacular event.”
