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Supreme Committee for Delivery & Legacy FIFA World Cup Qatar 2022™

Latin America Communications Support

The Supreme Committee for Delivery & Legacy brought Gem on board for the crucial two years before, during and after the FIFA World Cup Qatar 2022™ to provide communications support across Latin America, home to eventual champion Argentina.

The Buenos Aires-based team created a comprehensive set of goals that aimed to give fans in the region a 360-degree understanding of the tournament and Qatar, its host. With affordability a key concern amongst fans there, we also needed to highlight how Qatar was catering to visitors at all income levels, without skimping on the fan experience. Finally, we wanted to create a legacy of understanding and positive views of Qatar and the region amongst the football-mad residents of Latin America.

Needless to say, Gem accomplished these goals and more. Highlights included:

• Delivering 2 overarching communications strategies and plans for 2021 and 2022, as well as a legacy strategy and plan for the first quarter of 2023
• Pitching news stories and content around a variety of topics daily, resulting in 1000s of pieces of positive coverage
• Successfully pitching, coordinating and managing the execution of interviews in all Latam markets with a variety of stakeholders including:
  • High-level SC Spokespersons
  • Qatar Legacy and FIFA World Cup™ Ambassadors
  • Stadium directors and managers
  • Stadium architects
  • Music artists from official FIFA World Cup™ songs
  • Latin American community leaders in Doha
  • Fan Leaders
• Maintaining, fostering and creating new relationships with media and other stakeholders in the Latam region, including football federations, fan groups, political actors and NGOs
• Providing tactical support in the successful completion of 4 media trips
• Planning and delivering fan engagement events in Buenos Aires and Mexico City
• Managing 2 roundtables for women journalists and SC executives in Mexico City and Buenos Aires
• Providing key insights and recommendations to the Fan Engagement team on new fan groups, individual fans for the fan leader network and support on fan engagement activations and events
• Driving the execution of special activations around stadium inaugurations, including a live TV broadcast in Mexico on a top-tier broadcaster
• Proactively sharing content and information with regional football federations, resulting in publishing of key fan-facing material on their owned channels
• Proactively approaching and identifying key opportunities for 3^rd party stakeholders, such as Panini
• Developing new content angles and stories specific to Latin America, resulting in positive coverage on key topics such as tournament affordability, women’s rights and Qatari culture
• Providing background information and comprehensive reports on specific individuals and organizations from Latin America
• Developing media briefs and preparatory materials for SC senior executives prior to media engagements
• Providing translation and interpretation services in Spanish and Portuguese
• 24/7 media monitoring and reporting

Islamic history is rich with scientific innovations, literature, and intellectual creativity in various fields. However, many of the manuscripts that have documented these enormous advancements have been lost or scattered across libraries and museums around the world.

Scholars, cultural organizations, and concerned citizens around the world have collaborated in order to collect, preserve, and educate people about Islamic heritage and culture.

Qatar’s Sheikh Hamad Bin Abdulla Al Thani’s a prime example, as showcased in the outstanding book, Mawsuaat Alnafaes (Encyclopedia of the Precious), by Nasreddin Farfour.

Sheikh Hamad ‘s efforts were instrumental in providing a sanctuary for priceless relics and artifacts of the Muslim past, for the sole purpose of providing a solid educational foundation in Islamic heritage for future generations.

The team at Gem Advertising & Publications were proud to be involved in this sterling effort to document Sheikh Hamad’s collection, providing high-quality photography, design, printing and production. We paid attention to the finest details to ensure that the final product reflected the works of art depicted in the historic and culturally-rich encyclopedia.

900,000+ flags Distributed at 8 stadiums

The FIFA World Cup™ is the most-watched single sport event globally, drawing billions of viewers every four years. With the eyes of the world increasingly drawn to Qatar in the years leading up to the tournament, the Supreme Committee for Delivery & Legacy (SC) – the Qatari government entity charged with organizing the tournament – sought out creative partner agencies in a competitive tender process.

Gem was initially awarded a two-year creative partner contract in 2018. Demonstrating the high quality of Gem’s work and the trust the FIFA World Cup™ organizers placed in us, Gem was again awarded in 2020, becoming the only agency with which the SC maintained a creative partnership during the crucial 2018-2023 period.

Bringing together a diverse array of agencies worldwide with Gem’s specialist knowledge of Qatar, Gem successfully delivered a huge range of projects throughout the contractual period. Some highlights include:

• Stadium Flag Distribution

Waving flags and other intense displays of patriotism are part of what makes the FIFA World Cup™ stadium experience so amazing. To make sure that every fan had a chance to wave their flag, Gem built multiple bespoke flag distribution booths for each of the eight stadiums. Flexing our logistical muscle, Gem then procured – often on very short notice – enough flags to ensure an unbeatable ambiance at every match.

Established in 1979, Qatar Olympic Committee has worked with one vision to help Qatar become a leading nation in the Olympic sports movement.

The year 2019 marked 40 years of success and achievements for the QOC, including the organization and hosting of major international events such as the Doha 2006 Asian Games, IAAF World Indoor Championship 2010, the Arab Games 2011, and the IAAF World Championships 2019, among many others.

Gem was honored to be given the opportunity to be a part of this milestone celebration, being tasked with printing and production of an international-standard book, titled “40 Years of Qatar Olympic Committee: A Journey of Success and Achievement 1979-2019”.

Our print and production units were cognizant of the importance of the book to the QOC and its stakeholders, and that it would be used as a marker of the organization’s journey at the highest sporting and diplomatic levels. We worked tirelessly to ensure the quality of the final product was in keeping with the tremendous results delivered by the QOC since its inception, and a reminder for Qatar's future generations of the country’s commitment to establishing a strong sporting foundation for the nation.