The Dana Agency managed 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. The invite-only event 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 and VIPs including Jan Schetters, Coca-Cola North America Global Football Manager; Juan Pab-lo Gonzalez, Director of Multicultural Marketing for Coca-Cola North America; Philippe Le Floc’h, Chief Commercial Officer for FIFIA; Miami-Dade County Mayor Carlos Gimenez, Florida Senator Rene Garcia, Florida Senator 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 its case in the photo booth area and take home a printed keepsake from the once-in-a-life-time experience.
The Agency secured every major local news station to attend and cover the ceremony including CBS 4, NBC 6, Telemundo 51’s Al Rojo Vivo and Noticias Mediodia, UniMas, ABC 10, and FOX 7. Additional coverage in English and Spanish broadcast, print and online outlets included CNN en Español, MSN,
Diarios Las Américas, Miami Herald, Imagen Magazine, Sun Sentinel, MSN, Stay Fit 305, The Florida Villager, Miami Times and more. This coverage resulted in over 72 million impressions.