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 3rd 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
