CASE STUDIES

2026 FIFA World Cup Miami Brand Launch

CLIENTS

Greater Miami Convention & Visitors Bureau (GMCVB)

Job

Miami is named a 2026 FIFA World Cup Host City.FIFA tasked each of the host cities with creatingwow-worthy city-specific branding, logos and socialmedia handles in celebration of the official kickoff tothe big event.​

The Greater Miami Convention & Visitors Bureau(GMCVB) tapped rbb to strategically reveal the newbranding and showcase the city’s diversity, vibrantculture and passion for soccer. To do so, we set outto generate an unparalleled level of excitement andengagement throughout the city.​

Objectives

A buzzworthy branding revealrequired an integrated marketingcampaign comprised of synchronizedcreative, digital, influencer andcommunity engagement activity thatwould grab the attention of Miami'skey stakeholders and inspire them toact​.​

Activities

In just three weeks, rbb created campaign assets, content andactivations that enabled GMCVB to successfully launch the new2026 FIFA World Cup (FWC) Miami brand with unprecedentedengagement across all Miami neighborhoods, including: ​

• Creative: compelling visuals celebrating Miami'siconic branding, powerful portraits and soccer spirit ​
• Guerrilla and OOH Marketing: larger-than-life brandedevents from a custom sand sculpture and bus tour featuringsoccer legends to arranged logo illuminations on multiple iconicMiami buildings and points of interest​
• Public relations: targeted media coverage that drove launchday buzz and attracted record numbers of soccer fans to follow@FWC26Miami for future host city updates and support theofficial countdown to 2026 FWC​
• Organic social: Launched four new platforms with elevatedcontent from key influencers that promoted hashtags to boostfollowers and engagement​

Results

Results (First Three Days of Campaign)

• 78K+ Social Engagements
• 3MM+ Impressions
• 19 PR Total Stories
• 204MM+ Impressions
• 3.8% Above Average Social Engagement Rate (avg .05–.6%)
• 2,808 New Social Followers