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FIFA Women’s World Cup Hospitality
Amplify + Visa host a celebration of women’s football culture...
Challenge
In 2023 the FIFA Women’s World Cup came to Australia and New Zealand. As an official partner of FIFA, Visa had an incredible opportunity to deepen relationships with key clients and consumers from around the world by hosting them during the tournament.
Amplify was challenged to create and deliver a unique experience for both clients and consumers hospitality programs that would run across a multitude of dates in both Australia and New Zealand.
Insight + Strategy
The Women’s World Cup coming to Australia and New Zealand was one of the biggest cultural moments in the Pacific in recent history. Football Australia predicted that an extra 400,000 girls and women would take up soccer as a result of the tournament.
Whilst the individuals that made up our audiences varied significantly in age and cultural background, they were united by a desire for the excitement and entertainment promised by the Women’s World Cup.
Our approach was to create an experience that captured the positive youthful energy of the global women’s football movement, and in doing so, position Visa as a brand with passion and commitment to a cultural and societal purpose.
Solution
Consumer program
To cater to all consumer guests’ needs we designed and produced bespoke football themed, premium hospitality desks for each of the three hotels.
The desks in Melbourne (Oakwood), Auckland (QT) and Sydney (The Ace Hotel), were designed to complement the existing interior environment of each hotel. Each desk featured custom designed collateral showcasing women in football. This included a gallery of photos showcasing iconic moments from the sport, The Score - a limited edition newspaper that doubled up as a program guide and a mini fridge containing She Shoots lager and She Scores pale ale.
We also designed chocolate boxes for in-room drops as well as the Visa hospitality team uniforms.
The desks were so well received by each hotel that they have held onto them to use for future initiatives.
Client program
The client program was focused on Sydney but ran across a variety of venues, including multiple areas of The Four Seasons hotel and Nomad restaurant.
We created a permanent hospitality lounge by taking over Lounge 32 at The Four Seasons.
Guests were greeted by an elegant, custom designed hospitality desk, featuring a bespoke floral installation, before entering a football themed, beautifully styled lounge space.
Lounge 32
This included a variety of custom designed branded elements, from a gallery of iconic womens football moments and a client program version of The Score to coasters featuring trivia, menus, postcards and stamps. Among the F&B options we included our She Shoots, She Scores beers.
Taking pride of place in the lounge was a custom designed foosball table with female players representing Team Visa athletes.
The Grain Welcome Reception
To welcome guests to their tournament experience, they attended a reception at The Grain, a bar in the Four Seasons hotel. We brought the Visa brand into this space with a variety of contemporary styling touches, as well as organising the evening’s live music entertainment.
Nomad Client Dinner
Finally, we took over celebrated Sydney restaurant, Nomad, to host a client dinner.
During the evening, guests enjoyed a fireside chat with Visa’s Andrea Fairchild, SVP of Global Sponsorship Strategy, and Team Visa athletes Brandi Chastain and Elise Kellond Knight and they dined on a World Cup-inspired menu created especially for our guests in conjunction with Nomad’s head chef.