Mastercard’s grand prix takeover at Schiphol

Right before, during and after the Zandvoort Grand Prix F1 weekend Mastercard transformed Reclaim Hall 1 into a Formula 1-inspired spectacle. The central baggage carousel was wrapped to resemble a racetrack, complete with an image of the McLaren F1 car. It turned an ordinary luggage pickup into a high-speed visual experience. Three digital suitcases circled on different luggage belts, each decorated with racing designs and Mastercard Priceless branding, catching the eye of every arriving passenger.

Above the luggage belt, digital triangle screens played a looping video ad that spotlighted Mastercard’s upcoming title sponsorship of the McLaren team - soon to be known as the McLaren Mastercard Formula 1 Team. The screens were also showcasing highlights from Mastercard’s Priceless experiences, including cultural and culinary gems like Museum Rembrandthuis, JRE-Jeunes Restaurateurs and Yellow Bike Amsterdam.

Above the luggage belt, digital triangle screens played a looping video ad that spotlighted Mastercard’s upcoming title sponsorship of the McLaren team - soon to be known as the McLaren Mastercard Formula 1 Team. The screens were also showcasing highlights from Mastercard’s Priceless experiences, including cultural and culinary gems like Museum Rembrandthuis, JRE-Jeunes Restaurateurs and Yellow Bike Amsterdam.

Strategically placed QR codes on the digital suitcases invited fans to scan and explore exclusive content, creating a seamless boost from physical to digital engagement. As the campaign was perfectly timed with the Dutch Grand Prix weekend, Mastercard was in the slipstream of every arriving fan. The creative strategy focused on dwell time - a key advantage at baggage claim - allowing travelers to absorb, interact with and share the experience.

Mastercard’s campaign didn’t just make a pit stop - it carried through to the finish. The immersive takeover ensured Mastercard was front and center during a peak travel period, reaching thousands of F1 fans and international travellers. The visually striking setup encouraged passengers to capture and share their experience, creating organic buzz and extending the campaign’s reach beyond the terminal.

By aligning with the speed, precision, and excitement of Formula 1, Mastercard reinforced its brand values of innovation and experience, while also promoting its Priceless platform through cultural and lifestyle partnerships. The campaign was more than a branding exercise, it was a calculated move to build momentum ahead of Mastercard’s 2026 title sponsorship, putting the brand in pole position for long-term fan engagement.