La Roja's journey to the World Cup begins on the streets of Madrid and ends in Atlanta.
Summary
The 2026 FIFA World Cup is shaping up to be the biggest sporting event of the decade, and Atlanta (Georgia) is not just another host city; it is the epicentre where a passion for football meets Southern hospitality. Our client, the communications agency Mazdi, which works for Discover Atlanta (the city’s official tourism body), set us a clear challenge: How can we position Atlanta at the ‘top of mind’ for Spanish travellers before the ball even kicks off?
The starting point was the lack of awareness in Spain of Atlanta as a complete tourist destination. The pain point lay in competition with other, more traditional host cities. We needed a powerful insight: Spanish fans aren’t just looking for a stadium; they’re looking for an immersive experience where they feel at home. Atlanta had to stop being a stopover and become the final destination for following La Roja.
Result
To address the brief, we designed a comprehensive communications and press office strategy focused on “winning over the streets and the hearts of football fans”.
The central idea was to establish Atlanta as the national team’s temporary home in the public imagination.
The key actions were:
- Press office: We generated a constant flow of content on the city’s cultural, gastronomic and sporting offerings, achieving high-quality coverage in general and travel media.
- Immersive event at Legends – The Football Museum: We organised a sensory experience where the press and influencers could experience “a day in Atlanta” without leaving Madrid, reinforcing emotional ties with the destination.
- Street marketing campaign: We wrapped a large-scale bus that toured Madrid, making strategic stops at the most iconic locations in Madrid’s football scene. A mobile billboard that generated thousands of visual impressions and sparked conversation on social media.
