Complete Bid Book – United Bid

15
Communication, PR and Event Promotion
Image Gathering: The United Bid will
offer FIFA dedicated support to capture/create
still and video content, including behind the
scenes coverage. This will support the
distribution of video news releases and
original programming highlighting Competition
operations and related issues. In cooperation
with FIFA, we will populate a digital content
“network” to share material with news
planners, organizers, and fans. We could
also use this network to deliver training
and information to volunteers, key
partners, and others around the
world as deemed appropriate.
New Pathways for Fans: The United Bid
will engage with thousands of communities
– big and small, urban and rural – in our
Candidate Host Cities and far beyond, to offer
enhanced experiences for “super fans” and
entry points for the next generation of football
enthusiasts. The comprehensive Fan
Engagement Program will include special
events, promotions, teaching aids, fan clubs,
and a true grassroots effort where fans play
a major role in both shaping and carrying out
our marketing activities, educating people
about the virtues of the sport, and deepening
commitments from those who are passionate
about the game.
Bringing Football to Everyone: The
United Bid is committed to bringing football to
every community in North America through
partnerships and strategic use of technology.
In the end, we will seek to forge relationships
with fans that grow throughout the planning
and staging of the Competition, and for years
after the Competition.
All the systems and materials developed will
support wider applications around the world
through FIFA and the member associations.
Outdoor Advertising: As required in the
Hosting Agreements, the United Bid will
secure all outdoor media within the marketing
perimeter of our stadiums, airports, and
official venues for use during the Competition.
Across our three Host Countries there are
many outdoor media opportunities, including
billboards, bus shelters, poster sites, cinemas,
rail and public transit advertising, wrapped
vehicles, and more. If the United Bid is
selected to host, we will enlist the help of our
Candidate Host Cities and media planning
experts to confirm available outdoor media
opportunities, take advantage of the latest
platforms and technology enhancements, and
provide FIFA, its commercial affiliates, and
other partners with advertising and promotion
opportunities.
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