Case Studies

Scoring high for FIFA Club World Cup UAE 2018

Action scored the contract from FLASH Entertainment and Abu Dhabi Sports Council to manage PR for the FIFA Club World Cup UAE 2018.

As part of its pitch, Action UAE developed a holistic campaign concept for the tournament’s marketing campaign. The three-phase campaign was dubbed: ‘Join The Club. Take The Field. Live The Game,’ and was a hit right from the pitch presentation.

Once appointed, the UAE’s PR and digital teams set to work to shine the spotlight on the FIFA Club World Cup UAE 2018 by increasing domestic and international attendance, positioning Abu Dhabi among the world’s elite sporting destinations, and reinforcing the UAE’s pride and passion for sport and the country’s capacity to host major international events.

Content is a chief differentiator, especially for a sports PR campaign, which is unlike that of other sectors, requiring narratives that elevate storytelling to a new level to connect with spectators and communities alike.

A total of 56 pieces of original news content was created and issued by the team across the course of the campaign, with circulation reaching a total of over 275 million in reach. Our team’s creativity and hard work were rewarded when the campaign won out at the SPIA Middle East 2019 Awards for ‘Best Use of PR in Sport’.