Qatar 2022 Global Communications Campaign Proposal
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Qatar 2022 Global Communications Campaign Proposal
- 1. Qatar World Cup 2022 Global Communications Campaign
- 2. Communication Campaign Strategic Overview Strategic Goals: 1. Position Qatar as the best country to host the 2022 World Cup Identify and secure third-party endorsers like bid ambassadors and business champions (foreign business leaders in Qatar) to talk about Qatar’s World Cup Bid value proposition in adverts,TVCs, video news releases and broadcast news feeds. 2. Secure high profile media coverage for Qatar in targeted media markets Create and build relationships with key global business and sports media outlets, thought leaders, and influencers leveraging global soccer events and forums, press briefings, press roundtables, social media, adverts, video news releases and broadcast news feeds. 3. Win the bid!
- 3. Key Messages • Why Qatar should host the 2022 World Cup: 1. First World Cup to be hosted in the Middle East 2. Qatar is a stable, technologically advanced, modern and progressive country with substantial resources to support and host the World Cup 3. Qatar has a passion for and a proven commitment of hosting soccer and other global sporting events 4. Center of Islamic culture and arts
- 4. Communications Strategy Phase 1: Strategic overview of the strategy, resources, and market positioning with key audiences Phase 2: Develop specific messages, key capabilities-integrating branding, media relations, PR and events teams Phase 3: Produce print and electronic collateral materials for targeted markets Phase 4: Launch and execute media-focused campaign for targeted markets across all media channels
- 5. Communications Strategy (cont’d) Target FIFA Regional Markets: (based on where FIFA Executive Committee members are from) AFC: Cambodia, Korean Republic, Japan, Thailand CAF: Egypt, Nigeria, Ivory Coast CONCACAF : Trinidad, United States, Guatemala CONMEBOL: Argentina, Brazil, Paraguay, UEFA: Switzerland, France, Spain, Tahiti, England, Belgium, Turkey, Cyprus, Germany, Russia Target Audience: - FIFA Executive Committee members -Tier 1 national and international business and sports media -Global soccer publications and blogs
- 6. Tactics Media Relations Activity • Develop and localize key messages • Core material development • Develop communications materials- press and information packs, etc. • Website revision and integration with social media Media Management: • Targeted media relations activity across all media channels including social media • Tier 1 business and sports media • Global soccer publications and blogs • Press roundtable meetings with Qatar 2022 officials, ambassadors and business champions • Article placement • Press briefings press release distribution • Sports media in-bound trips
- 7. Tactics (cont’d) Direct Activity • Profile raising with key influencers and thought leaders • Identify and secure business champion testimonials • Speaking opportunities • Industry conference and exhibition participation • Produce and distribute VNRs and BNFs*
Editor's Notes
- The global communications campaign is based on a multi-layered strategy that is intended to be integrated with the Qatar 2022’s Branding, PR, Media, and Event Marketing teams.
- The key messages should be integrated with the current branding slogan, “Expect Amazing”, which needs to be expanded. Suggested expanded slogan: Expect Amazing… Football in the world’s most advanced stadiums Fan experience with incredible festivals Hospitality and graciousness which is the Qatari way
- The strategy has to reflect the key value propositions as to why Qatar should get the World Cup bid. The strategy also has to show through computer and architectural models what Doha will look like in 2022 with the 12 stadiums, new hotels and the new transportation system.
- The implementation of the campaign centers on highly focused media relations activity supported by targeted direct communications activity. * Video News Release (VNRs) Development, Production and Distribution At The cutting-edge of corporate global communications efforts and composed of video footage that can be pieced together in a newsroom for a long or short news piece distributed through a network of relationships, produced and broadcast on the basis of an intimate knowledge of the perception of its newsworthiness. FBC Media, the global leader in developing, producing and distributing VNRs, would be engaged to globally distribute the VNRs through satellite broadcast news feeds which are picked up by national broadcasters and regional networks. Broadcast News Feed (BNF) FBC produced a day-of news feed from the conference and distributed to 500 broadcasters in over 100 countries. FBC would provide a camera crew, capturing the event and ensuring distribution of content. The BNF would contain highlights of the conference as well as sound bites from Qatar 2022 bid executives, ambassadors and champion. Beyond the core effort to target the major pan regional newsgroup such as CNBC, CNN, BBC and Euronews ,leading national broadcasters across Europe, the Middle East, the Americas, and Asia would also be targeted. The satellite distribution would be conducted through Reuters or APTN with two sets of feeds timed for optimal placement across multiple time zones. Accompanying the feed would be a script guide and a detailed shot sheet with a transcription of the sound bites, allowing global broadcaster a quick turnaround and adaptation/translation into local language. The BNF would be pitched to the producer of “World Business ” (owned by FBC) the weekly business magazine reaching 250 million households in over 100 countries , including platforms targeting the important business and sports elite, such as CNBC Europe, PBS(U.S.), Star World (Asia). In addition the program airs on Orbit TV, which reaches across the Middle East and North Africa, and over a dozen national broadcasters.
- The implementation of the campaign centers on highly focused media relations activity supported by targeted direct communications activity. * Video News Release (VNRs) Development, Production and Distribution At The cutting-edge of corporate global communications efforts and composed of video footage that can be pieced together in a newsroom for a long or short news piece distributed through a network of relationships, produced and broadcast on the basis of an intimate knowledge of the perception of its newsworthiness. FBC Media, the global leader in developing, producing and distributing VNRs, would be engaged to globally distribute the VNRs through satellite broadcast news feeds which are picked up by national broadcasters and regional networks. Broadcast News Feed (BNF) FBC produced a day-of news feed from the conference and distributed to 500 broadcasters in over 100 countries. FBC would provide a camera crew, capturing the event and ensuring distribution of content. The BNF would contain highlights of the conference as well as sound bites from Qatar 2022 bid executives, ambassadors and champion. Beyond the core effort to target the major pan regional newsgroup such as CNBC, CNN, BBC and Euronews ,leading national broadcasters across Europe, the Middle East, the Americas, and Asia would also be targeted. The satellite distribution would be conducted through Reuters or APTN with two sets of feeds timed for optimal placement across multiple time zones. Accompanying the feed would be a script guide and a detailed shot sheet with a transcription of the sound bites, allowing global broadcaster a quick turnaround and adaptation/translation into local language. The BNF would be pitched to the producer of “World Business ” (owned by FBC) the weekly business magazine reaching 250 million households in over 100 countries , including platforms targeting the important business and sports elite, such as CNBC Europe, PBS(U.S.), Star World (Asia). In addition the program airs on Orbit TV, which reaches across the Middle East and North Africa, and over a dozen national broadcasters.