F1 x Visit Abu Dhabi

THE BRIEF

Visit Abu Dhabi set out to amplify its presence around one of the world’s most high-profile sporting moments in the Global calendar: the Formula 1 Abu Dhabi Grand Prix. The goal was clear – secure a globally recognised celebrity talent who could authentically experience the race weekend while immersing themselves in Abu Dhabi’s culture and tourism offering. The content needed to reach a truly international audience, elevate the destination’s prestige, and create a high-impact cultural moment across social media.

THE RESULTS

GTN delivered a standout global activation. We negotiated and secured a premium partnership with Jason Statham and Rosie Huntington-Whiteley, bringing two of the world’s most recognisable figures to the Abu Dhabi Grand Prix. Across the weekend, the duo experienced key cultural and tourism highlights, sharing the journey with their combined 60.1M followers.

The campaign generated exceptional visibility and engagement, delivering an impressive 300% ROI. The result: a high-gloss cultural moment that elevated Visit Abu Dhabi’s global profile and demonstrated the power of world-class talent in destination storytelling.