Where is Formula 1's latest OOH campaign running?

The campaign includes high-impact outdoor placements across London, Times Square in New York and Sunset Boulevard in Los Angeles.

What is the campaign designed to do?

The campaign is designed to rebuild excitement and anticipation ahead of the Formula 1 season resuming.

Is the campaign limited to OOH?

No. The broader campaign also runs across social and streaming, helping Formula 1 create repeated reminders across physical and digital media.

Why are premium landmark locations useful for Formula 1?

Formula 1 is built around speed, spectacle and global scale, so high-visibility urban landmarks help the media presence feel consistent with the size and energy of the sport.

Formula 1 Takes Over London, Times Square and Sunset Boulevard

Quick answer: Formula 1 is building anticipation for racing’s return with a high-impact campaign across London, Times Square and Los Angeles’ Sunset Boulevard, using premium OOH alongside social and streaming to make the message difficult to miss.

Formula 1 is a sport built around spectacle.

So when the objective is to remind fans that racing is about to return, small media would feel slightly out of character.

Ahead of the season picking back up, Formula 1 has taken its message into some of the world’s most visible advertising environments, including London, Times Square and Sunset Boulevard.

The idea is straightforward:

Make the return of F1 feel like an event before the cars are even back on track.

Using scale to rebuild anticipation

Sports campaigns often face a particular challenge during breaks in competition.

Fan interest does not disappear, but the regular rhythm of races, results and conversation temporarily slows down.

OOH can help restart that momentum.

Large-format media creates a visible reminder that the next phase of the season is approaching and gives audiences a reason to shift attention back toward the sport.

Sports marketing takeaway: Before a major competition returns, OOH can help move audiences from passive awareness back into anticipation.

Why landmark media fits Formula 1

The selected locations are important because they already carry cultural and advertising significance.

Times Square, Sunset Boulevard and major London media environments are not neutral backdrops.

They are places where entertainment, fashion, technology and cultural launches regularly compete for attention.

For Formula 1, appearing there helps reinforce the idea that the sport belongs within mainstream global entertainment culture, not only within motorsport media.

Times Square delivers public spectacle

Times Square offers one of the most recognizable digital advertising environments in the world.

Its scale and density make it particularly useful for a campaign built around visibility and excitement.

Formula 1 creative can appear among enormous digital screens and still feel naturally aligned with the environment because the sport itself is associated with speed, technology and visual intensity.

Massive screens amplify campaign imagery.
High pedestrian traffic creates broad exposure.
The location supports social photography and video.
Global recognition extends the impact beyond New York.

Sunset Boulevard connects with entertainment culture

Los Angeles’ Sunset Boulevard performs a different role.

The corridor is strongly associated with film, television, music and entertainment advertising.

Placing Formula 1 within that landscape supports the sport’s continued positioning as an entertainment property with relevance beyond race weekends.

Media takeaway: Premium locations can communicate positioning as well as reach. Where a campaign appears influences what cultural category audiences place it within.

London reinforces Formula 1's global identity

London provides another natural environment for the campaign.

The city is an important international sports and entertainment market, while Formula 1 itself has deep connections to the UK through teams, talent and fan culture.

A strong London presence helps the campaign feel both globally ambitious and locally relevant.

The return message does not need to be complicated

A campaign like this benefits from simplicity.

Existing fans already know what Formula 1 is.

The media does not need to explain the sport or introduce its rules.

Its job is primarily emotional:

Remind people what they have been missing.

That allows the campaign to prioritize recognizable imagery, bold typography and immediate statements over detailed information.

OOH creates the public reminder

Outdoor media has a particular advantage when the objective is broad cultural awareness.

Fans may not be actively following F1 news every day during a break.

But a large billboard on a commute or a takeover in a major city center can interrupt that passive period.

The campaign arrives without requiring the audience to search for it.

OOH lesson: When audiences are not actively seeking information, public media can reintroduce a topic simply by becoming impossible to avoid.

Social and streaming complete the media system

The campaign is larger than its physical placements.

Formula 1 is also extending the same reminder across social and streaming.

This creates a useful sequence of exposure:

OOH creates scale and public visibility.
Social adds frequency and conversation.
Streaming reaches audiences in entertainment environments.
Race content eventually converts anticipation into viewing.

Each channel supports a different stage of the same return-to-racing message.

Sources

Formula 1