We were tasked to officially announce Australia’s bid to host the FIFA Women’s World Cup 2023 and launch the registration website AudBid2023.com. As the bid is an Australian-wide effort, we needed to ensure the launch was nationally relevant and spoke to all individuals – not just football fans – and encourage them to #GetOnside and register their support.
Bringing the FIFA Women’s World Cup 2023 to home ground
To ensure the bid announcement stood out and gained cut-through, we hosted a Sydney media call with Football Federation Australia CEO David Gallop and key Matildas stars. The launch called on Australians to #GetOnside (the official campaign hashtag and call-to-action) and register their support at AudBid2023.com.
To ensure relevance expanded outside of Sydney, where the media call took place, we set up interviews and photo opportunities with a range of Matildas stars across Australia – including Perth, Newcastle and Brisbane.
To sustain momentum following the official launch, we engaged with a number of high-profile Australians via an unpaid Twitter campaign which asked them to post their own #GetOnside message and encourage their followers to register their support.
Sports and Entertainment