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Qatar Airways, renowned for its accolades as the Skytrax Airline of the Year and a Title Sponsor for three Grand Prix events, has solidified its position as the Global Partner and Official Airline of Formula 1 racing until 2027. In celebration of this milestone and the arrival of F1 events in Qatar in 2023, Qatar Airways hosted an extraordinary evening on Lusail Boulevard, welcoming VIP guests and a crowd of 50,000 spectators. The event showcased the state as a hub for global sporting events, following the FIFA World Cup Qatar 2022, and highlighted the burgeoning motor sport presence.
Tasked with orchestrating a combined private and public event that was both impressive and original, Qatar Vision, a comprehensive event production and technical integration solutions provider, turned Lusail Boulevard into a captivating motor sport circuit. Through meticulous operational and logistical planning and leveraging their expertise across various event domains, Qatar Vision delivered an unforgettable experience. The boulevard was transformed with 35,000 square meters of Qatar Airways and F1 branding fabric, encompassing structures, fences, and bridges. The production included a complete PA system, 900 lights, 12 lasers, 14 large public viewing screens, 1.5 kilometers of fireworks above buildings and grandstands, and strategically positioned stages and vehicle paddocks.
The event unfolded in four main segments. A Welcome Reception for VIP guests and international media kicked off the festivities, featuring live music and a parade and exhibit of Supercars. The partnership announcement was marked by an interactive Launch triggered by prominent figures, including Qatar’s Minister of Sport, the Formula 1 president, MotoGP president, and the Qatar Motor and Motorcycle Federation President. This segment showcased a spectacular synchronized multimedia show, incorporating CO2 jets, special effects, fireworks, and an expansive lights and laser display along the 1.5 km strip.
A Motorsport Show ensued, starring Nasser Al-Attiyah, a 19-time Middle East Rally Championship (MERC) winner and four-time Dakar Rally champion, driving in a demonstration run. Other notable appearances included David Coulthard behind the wheel of an F1 car, Dani Pedrosa on a MotoGP bike, and Abdo Feghali in a Red Bull drift car. The grand finale featured an international live music performance by Senegalese-American musician Akon.
This extraordinary evening marked an expansion of Qatar Airways' sports partnership portfolio, emphasizing its position as a global football supporter and bringing exceptional entertainment to Doha. Additionally, the event provided a platform to underscore the commitment of Qatar Airways and F1 to environmental sustainability. The partnership aims to collaborate on initiatives focused on reducing carbon dioxide emissions and working towards a greener future. The event garnered extensive coverage across global media and social platforms, further solidifying the significance of this collaboration.
The event achieved significant recognition, earning a prestigious golden award in the Eventex Global Awards 2023 in the Kick-A Experience category, highlighting its exceptional and impactful nature. Additionally, the event secured a Silver award in the People's Choice Brand Experience category, further affirming its resonance with audiences. Furthermore, the event stood out by being shortlisted as a final nominee in the outstanding brand activation event category at the Middle East Events Awards 2023, reinforcing its status as a standout and influential brand activation initiative in the region.
Qvision’s role in producing the Qatar Airways Live Formula 1 Motor Sports Festival at Lusail Boulevard was a testament to their ability to create truly immersive experiences This event not only marked the announcement of the significant sponsorship agreement between Qatar Airways and Formula 1 but also offered a spectacular showcase of motor sports excitement.
Nomination Title: Qatar Airways Live Formula 1 F1® & Motorsports Festival - by Qvision
