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Getting your digital marketing match-ready for FIFA Women’s World Cup 2023
The FIFA Women’s World Cup is one of the biggest events on the 2023 calendar for Aotearoa New Zealand.
Teams and their supporters from around the world will be flocking to our shores for several games held in the host cities of Auckland, Hamilton, Wellington, and Dunedin. It all kicks off on 20 July and runs for a month. This is a great opportunity for businesses and operators located in (or within driving distance of) the host cities, to tailor your marketing to target those international visitors. In case you don’t have a gameplan yet, here’s some ideas to get the ball rolling!
We’re expecting high numbers of NZ, AU and US visitors in particular – key audiences for your paid media activity. Our bets are on ‘currently travelling’ and ‘generic search’ campaigns being the most effective to increase visibility of your product to those travelling in and around your rohe.
Come July, increase your advertising budget to ensure your experience is in front of eager fans wanting to soak up our Kiwi manaakitanga in-between games. Key messaging should:
- Reference terms like football / women’s football / today’s game or match / the names of the countries playing.
- Avoid using trademarked terms like FIFA / FIFA Women’s World Cup 2023, and any FIFA logos or emblems
- Highlight how close your location is to the nearest stadium
- Include a sense of urgency to book now (fans will be familiar with needing to book their tickets early to avoid missing out!)
“In town for this weekend’s big game? Kick off your day with a thrilling bungy jump before you cheer on New Zealand against Norway!”
“Football players love a winning penal-tea. And their fans love a delicious high tea! Come and feast on a tier of sweet and savoury delights before Saturday’s match”
“Before you wave your flag at the stadium, come race around our world-class go-karting track and chase that chequered flag!”
Ensure your website is mobile-friendly to capture last-minute, on-the-go conversions
Consider offering translations of your homepage, experience page and booking page in the languages of the countries playing in the tournament, so their fans can learn more about your product.
Communicate and collaborate strongly with your local RTO
Tātaki Auckland Unlimited, Hamilton Waikato Tourism, WellingtonNZ and Enterprise Dunedin are all creating resources and activations to amplify their region’s tourism and hospitality scenes. They may provide you with collateral material like flags, and feature you in their digital content or Fan Guide brochures.
Update your listing on newzealand.com, and make sure your nearest i-SITE knows your hours and any promotions/unique products you’re offering too.
Score! Enjoy the festivities and excitement in the air during this thrilling tournament. Don’t forget, it always pays to be mindful of the Major Events Management Act during these times.
#MAVERICKTOURISM
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