Belo Horizonte – Pre FIFA 2014 World Cup

The Challenge

  • Raise global profile of Belo Horizonte as a Host City ahead of FIFA Confederations Cup 2013 and 2014 FIFA World Cup Brazil™
  • Define Belo Horizonte’s unique selling points as a Host City and create an international narrative
  • Attract Football Federations and fans to choose Belo Horizonte as a base in 2013 and 2014
  • Position Belo Horizonte as a forward-thinking city with a professional attitude towards its preparations (on-time and on-budget) and legacy impact of 2014 FIFA World Cup Brazil™

The Outcome

  • Jérôme Valcke, FIFA Secretary General, visited Belo Horizonte and praised city’s preparations labelling it an example Host City for others to follow
  • Argentina, Chile and Uruguay Football Associations all chose Belo Horizonte as their training base during 2014 FIFA World Cup Brazil™
  • British Olympic Association selected Belo Horizonte as their training base in lead up to Rio 2016 Olympic Games
  • VERO secured comprehensive media coverage for Belo Horizonte across a number of key international newswires, broadcast, print and specialist sport business media outlets, including; Reuters, AP, AFP, DPA, BBC, CNN, CNBC, Sky News, BBC, Channel 9 Australia, The New York Times, The Times, The Telegraph, The Chicago Tribune, FAZ, SportBusiness, Inside World Football and World Football Insider

VERO’s Role

  • Hosted dedicated workshop and produced detailed brochure defining Belo Horizonte’s brand and its leading credentials as a Host City including; central location in Brazil, first-class training facilities and famous football heritage
  • Organised and set-up meetings for Belo Horizonte delegation with Football Federations and key international media at UEFA EURO 2012, London 2012 Olympic Games, Soccerex Global Convention and FIFA Confederations Cup 2013 draw
  • Provided comprehensive speaker/media notes with key messages for Belo Horizonte team for public/media opportunities as well as support with English copy for FIFA website and Belo Horizonte Tourist Board
  • Advised Belo Horizonte team regarding media plan for delivery of new Mineirão stadium – one of first stadiums to be ready for FIFA Confederations Cup 2013 and 2014 FIFA World Cup Brazil™
  • Maximised media opportunities by creating dedicated international press release calendar and arranged trips for international media to visit city ahead of World Cup
  • Hosted media in Belo Horizonte during FIFA Confederations Cup 2013 and facilitated interviews with key figures from City Hall
  • Produced comprehensive crisis management manual and carefully managed Belo Horizonte’s media strategy relating to social unrest during FIFA Confederations Cup 2013
  • Organised and managed press conference at Minas Tênis Clube to announce agreement between BOA and Belo Horizonte City Hall for Team GB to train and prepare in city ahead of Rio 2016 Olympic Games