Grand Automotive Week

An automotive-themed festival with F1 races, prestigious classic cars, desert offroading experiences, car parades, race track test drives, 3 concerts, and more… all enjoyed by 180,000+ attendees.

Qatar Tourism strategy focuses on expanding regional and international visitor demand to enhance the entire tourism value chain. The Grand Automotive Week was designed to establish a distinctive value proposition by celebrating global car passion as a lifestyle experience amplified by Qatar. Leveraging the enthusiasm of the Qatari car community, the festival extended beyond race tracks and exhibition halls, reaching into the streets, roads, and even the desert, creating a holistic and immersive experience for both participants and spectators alike.
Key objectives:
– Celebrate global and local car culture amplified by Qatar.
– Attract international visitors and position Qatar as a vibrant motorsport destination.
– Reinvent the Motor Show format with a high-quality, innovative festival experience.
– Activate iconic locations in Qatar through automotive events.
– Ensure a seamless visitor experience through coordination with stakeholders.

This event marked the first time the Geneva Motor Show was held outside Geneva and the debut of Qatar hosting an official F1 Grand Prix under a new 10-year contract. With less than 8 weeks to plan and execute, we transformed iconic locations across Qatar into dynamic automotive hubs. Our goal was to offer various activities such as car parades, exhibitions, races, desert experiences, fanzones, and concerts, making the entire nation a car-themed playground.

We revolutionized traditional automotive events by spreading the Grand Automotive Week throughout the country. Our strategy included out-of-home displays, digital campaigns, influencer engagements, immersive roadshows, and high-profile media coverage to amplify the campaign’s impact.

Fueled by Qatar’s car enthusiasts, the festival expanded to streets, highways, and deserts. We reimagined the Geneva Motor Show as a nationwide event with four hubs, attracting a new audience to explore the automotive world in unique settings.