Challenge

Support MSC Cruises' brand objective to achieve market awareness and growth within the US, by activating their three-year partnership with Formula 1.

Solution

With a new cruise terminal opening in Miami in 2025, we identified the Miami Grand Prix as an opportunity to create a noise-making moment for the brand, supporting MSC Cruises’ expansion plans State-side.

Our goal in mind – educating the F1 community on the MSC Cruises brand and the experience it offers its guests – we began planning a large-scale activation. Working closely with our in-house Production Team, we chose the Miami GP Paddock as the most suitable location, securing a spot opposite the Team garages which felt exclusive yet achieved high footfall from Team personnel, media, VIPs and F1 employees.

Working collaboratively with key MSC Cruises stakeholders, we created the ‘MSC Cruises Miami Experience’ – a premium hospitality offering that boasted local Miami DJs and live musicians entertaining the Paddock, a high-end catering offering, a luxury lounge area, a re-creation of MSC Cruises’ exclusive ‘Yacht Club’ with a butler, and a bar serving Heineken and Ferrari Trento all day.

On the Thursday evening, we hosted a media event where Pierfrancesco Vago, Chairman of MSC Cruises, and Stefano Domenicali, CEO of Formula 1, announced the extension of the partnership, as well as offering one lucky person a free cruise – which was won by David Bailey, mechanic at Alpine F1 Team.