FIFA World Cup Trophy Tour by Coca-Cola

Services

Objective

The Dana Agency was hired to manage the PR and media strategy for Coca-Cola’s FIFA World Cup Trophy Tour stop in Miami. The trophy arrived via a FIFA x Coca-Cola branded chartered plane at MIA’s private airport as part of its global tour.

Approach

The Dana Agency hosted the invite-only event, which welcomed VIPs, city dignitaries, and regional, national and international press. Attendees were the first and only group to see the branded plane as part of the U.S. tour.

The airport ceremony was attended by over 150 guests, including Coca-Cola North America Global Football Manager Jan Schetters; Coca-Cola North America Director of Multicultural Marketing Juan Pablo Gonzalez, FIFA Chief Commercial Officer Philippe Le Floc’h, Miami-Dade County Mayor Carlos Gimenez, Florida Senators René García and Daphne Campbell, and Commissioner Audrey Edmonson.

Select groups, including media and stakeholders, were given an exclusive first look of the trophy on the plane before the unveiling in the airport hangar. Attendees had a chance to take a photo with the trophy in the photo booth area and take home a printed keepsake from the once-in-a-lifetime experience.

Results

The Dana Agency secured every major local news station to attend and cover the ceremony, including CBS 4, NBC 6, Telemundo 51, ABC 10 and FOX 7. Additional coverage in English and Spanish broadcast, print and online outlets included CNN en Español, Diarios Las Américas, Miami Herald, Imagen Magazine, Sun Sentinel, MSN, Stay Fit 305, Miami Times and more.