Gulf Air picks creative agency for Malaysia F1 Grand Prix push

Gulf Air has appointed Malaysian creative agency Wofollow as its creative and event agency for the Formula 1 Gulf Air Bahrain Grand Prix in Malaysia in 2026.

The campaign-based appointment follows a pitch in August, with Wofollow tasked with developing and delivering the airline’s F1 Fanzone activation at Sepang alongside event agency partner Unfold Event.

Wofollow’s remit covers creative development and full event delivery, including the management and production of “The Falcon’s Nest”, a branded space within the F1 Fanzone designed around Gulf Air’s golden falcon brand asset.

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According to Gary Boon, co-founder and creative director at Wofollow, the agency’s pitch centred on the idea that Gulf Air’s golden falcon needed somewhere to land. That became the creative foundation for “The Falcon’s Nest”.

“Most fans at Sepang have never flown Gulf Air, so the idea began with the airline's golden falcon: the falcon has to land somewhere. The Nest is that landing point,” Boon told A+M. 

The activation was designed to give F1 fans a practical space to charge, connect and explore during the race weekend, while introducing Gulf Air to an audience that may not be familiar with the airline.

Boon said the concept resonated because it was rooted in Gulf Air’s existing brand story while giving fans a tangible reason to engage with the brand during the race weekend.

“It’s a proud moment for us as a Malaysian agency, bringing Bahrain's national airline to fans at home, at Formula 1's long-awaited return to Sepang,” he said.

Gulf Air has been title sponsor of the Formula 1 Bahrain Grand Prix at Bahrain International Circuit since the inaugural race in 2004.

This comes as Formula 1 returns to Malaysia in 2026, after a nine-year absence, with the Sepang comeback prompting campaigns and activations from brands including KitKat and Sting. 

The KitKat campaign saw a nationwide roadshow and an online contest while PepsiCo's Sting brought its campaign to life through an activation featuring race-themed activities and exclusive merchandise for fans to take home. 

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