Challenge
FIFA tasked each host city with creating wow-worthy city-specific brand colors, logos and social media handles to unveil on May 18, 2023 in celebration of the official kickoff to countdown for the 2026 FIFA World Cup (FWC). The Greater Miami Convention & Visitors Bureau (GMCVB) tapped rbb to strategically reveal the new branding and showcase the city’s diversity, vibrant culture and passion for soccer, and ultimately, generate an unparalleled level of excitement and engagement throughout the destination.
Breakout Strategy
A buzzworthy branding reveal required an integrated marketing campaign comprised of synchronized creative, digital, influencer and community engagement activity that would grab the attention of Miami’s key stakeholders and inspire action
Program
In just three weeks, rbb created campaign assets, content and activations that enabled GMCVB to successfully launch the new 2026 FWC Miami brand with unprecedented engagement across all Miami neighborhoods, including:
- Creative: compelling visuals celebrating Miami’s iconic branding, powerful portraits and soccer spirit
- Guerrilla and OOH Marketing: larger-than-life branded events from a custom sand sculpture and bus tour featuring soccer legends to arranged logo illuminations on multiple iconic Miami buildings and points of interest
- Public relations: targeted media coverage that drove launch day buzz and attracted record numbers of soccer fans to follow @FWC26Miami for future host city updates and support the official countdown to 2026 FWC
- Organic social: Launched four new platforms with elevated content from key influencers that promoted hashtags to boost followers and engagement
4-Day Launch Results
78K+
Social Engagements
3MM+
Impressions
19
Feature Stories
3.8%
Above Average Social Engagement Rate
2.8K+