TAG Heuer’s heritage is deeply rooted in racing. With this legacy and F1’s history in mind, we aimed to create a platform that gave guests, friends of the brand, and the public the opportunity to live out their ultimate Grand Prix fantasy.
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○ CHALLENGE
Create a far-reaching luxury experience at the inaugural Miami Grand Prix that celebrates TAG Heuer’s long-standing partnership with the Red Bull F1 Racing team.
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○ SOLUTION
We democratized the ultra-elite world of F1 and celebrated TAG Heuer’s heritage in motorsport by creating an elevated go-kart track in Jungle Plaza of the Miami Design District. The event culminated in a VIP and media celebration the night before the race, with F1 stars front and center.
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○ RESULT
A seven-day consumer event with 8 hours of daily operation, a footfall of 4,500+ multi-generational guests, 379 go-kart races, and over a 30-min dwell time. The experience ended with a celebratory VIP dinner for an intimate audience.
THE PIT-STOP
CONSUMER GO-KARTING EXPERIENCE
VIPs
The experience culminated in a VIP celebration featuring Sergio “Checo” Pérez and Max Verstappen, who acted as team captions for one final race amongst TAG ambassadors like Patrick Dempsey. Professional motorsports driver and car enthusiast Samantha Tan acted as MC, announcing the fastest driver from the experience to cap out the night.