Bombay Sapphire is celebrating its partnership with the UIM E1 World Championship with an experience-led activation at Miami International Airport.
The UIM E1 World Championship is the world’s first all-electric raceboat series. Bombay Sapphire is both the official gin of the championship and an official partner of both Team Brady, owned by NFL legend Tom Brady and Team Drogba Global Africa, led by former international football star Didier Drogba.
To coincide with the championship finale at the Miami Seaplane Base on 7-8 November, which was won by Team Brady, Bombay Sapphire and Bacardi Global Travel Retail have launched a month-long activation in Miami Airport’s North Terminal exhibit space.
The striking blue design of the space creates an eye-catching offer for travellers. A bespoke Bombay Sapphire E1 RaceBird offers a photo opportunity for shoppers, while inside a race simulator and cocktail bar elevate the experiential offer.
Bacardi Global Travel Retail Marketing Director Darragh Ryan said: “This Miami activation is a fantastic opportunity for us to connect with travellers in an exciting and engaging way. The E1 race simulator and leaderboard go beyond entertainment; they’re an invitation into our brand world for consumers who seek interactivity and authentic, purpose-driven experiences.”
The race simulator allows visitors to record their fastest lap on a leaderboard, before vinyl floor markings direct them through to the bar where brand ambassadors offer sampling sessions, as well as the Bombay Sapphire Sparkling Lemon, the brand’s signature serve in North America.
To provide takeaways for shoppers, strut cards share how to create the Sparkling Lemon cocktail at home, while branded hats offer a GWP for consumers.
“Both Bombay Sapphire and E1 are driven by a shared passion for innovation and craftmanship,” explained Natasha Curtin, Global Brand VP at Bombay Sapphire.
“Together, we’re creating multisensorial moments – from the exhilaration of on-water action to the sparkle of a Bombay Sapphire Sparkling Lemon in hand. And with this first-of-its-kind airport activation, we wanted to bring the excitement of the Championship to life for an even broader audience.”
E1 Series Chief Partnerships Officer Peter De Vries added: “E1 and Bombay Sapphire are proud to bring the energy of electric racing to the US – engaging travellers arriving into Miami International Airport ahead of the E1 Miami GP through design, technology and taste which, together, reflects our shared commitment to innovation and creativity.”
The activation space continues the Step Into The Blue campaign which Bombay Sapphire launched earlier this year.
