FIFA Women’s World Cup
Our challenge was to leverage Australia’s and New Zealand’s roles as joint host nations of the FIFA Women’s World Cup in 2023, and crucially to drive global consumer awareness of the unique tourism experiences Australia and New Zealand have to offer.
We ran two separate on-the-ground campaigns in Australia and New Zealand to allow us to capture bespoke outside broadcast content.
First, we devised a campaign strategy for Tourism New Zealand to maximise coverage across both business shows and mass reaching consumer news shows. We leveraged Tourism New Zealand’s CEO as our business spokesperson to share updates on the tourism boost which the tournament has generated. This approach enabled us to secure high profile interviews on BBC World News and CNN.
We also created a strategy to broadcast live from New Zealand and give viewers that real sense of World Cup fever on the ground. To bring this to life, we secured former England Women’s manager, Hope Powell to be our spokesperson in Auckland. Hope was able to talk about her experience of being in New Zealand ahead of the tournament getting underway, helping to drive consideration of New Zealand as a must-visit destination.
The campaign delivered an OTS of 1.18 Billion with 18 pieces of top tier broadcast coverage across BBC News, BBC World News, BBC Radio 4 Woman’s Hour, Sky News Breakfast and BBC Radio 5 Live amongst others.
Next, we flew to Australia, partnering with England Women’s footballer Lucy Staniforth to enable us to maximise coverage opportunities in the UK market for Tourism Australia.
Lucy was in the standby squad for the Lionesses and so crucially was available on location to conduct live outside broadcast interviews against iconic Australian backdrops. Whilst there would naturally be a lot of talk about the games themselves, Lucy was briefed to discuss her time in Australia, describing what fans can enjoy outside of the games – specifically, the broad array of unique experiences the country has to offer. We also issued b-roll of Lucy at some of these places to provide a relevant visual reference.
We secured live broadcasts from Sydney on BBC Breakfast, BBC News Channel, BBC World News TV, 2 x shows on BBC World Service, 3 x airing on CNN International, Sky News, Channel 5 News, Sky Sports News, Times Radio, BBC Radio 5Live, talkSPORT, Sky News’ Daily Podcast and Sky Sports’ Offside Rule podcast as well as being widely syndicated across local radio stations in the UK.
In total, we secured over 140 pieces of broadcast coverage with a campaign OTS of 1.4 Bn.