Qatar 2022

The Challenge

Create and implement a communications strategy and campaign to support the Qatar 2022 Bid Committee in its bid to host the 2022 FIFA World Cup.

The Outcome

The FIFA Executive Committee voted 14-8 in the final round of voting to award Qatar the right to stage the 2022 FIFA World Cup.

VERO’s Role

  • Provide lead strategic counsel and advice to senior members of the Bid Committee on all key communications and marketing elements of the campaign
  • Continually develop the bid campaign narrative and key messaging
  • Lead engagement with specialist football, bidding and sports media
  • Devise and manage media and stakeholder engagement activities at key campaign moments, provide media training for senior bid leadership and help with presentation preparation and rehearsal
  • Develop major speeches and presentations
  • Ensure alignment of all campaign elements – including presentations, films and brochures with the overarching narrative
  • Work with Qatar 2022’s global PR agency to provide strategy and coordination for targeted media activities in FIFA Executive Committee member countries and the Middle East