Belo Horizonte – FIFA 2014 World Cup

The Challenge

  • Build on growing global profile of Belo Horizonte and maintain momentum of media work following Belo Horizonte’s role within FIFA Confederations Cup 2013
  • Achieve ‘cut through’ for Belo Horizonte’s unique selling points as a World Cup Host City, a football hot-bed and tourist destination
  • Keep Belo Horizonte in spotlight during tournament and showcase its plans for the city beyond 2014 and on to Rio 2016
  • Evolve narrative and start to tell Belo Horizonte’s Olympic and Paralympic story

The Outcome

  • British Paralympic Association joined British Olympic Association in selecting Belo Horizonte to train and prepare in lead up to Rio 2016
  • Argentina, Chile and Uruguay Football Associations all chose Belo Horizonte as their training base during 2014 FIFA World Cup Brazil™
  • Powerful media perception that Belo Horizonte delivered: six successful World Cup games at world-class stadium, genuine local football passion and admiration of look/feel of city
  • 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, PA, CNN, BBC, Sky News, Sky Sports News, Fox News, ESPN, El Pais, Eurosport, Marca, Sunday Times, The Times, Clarin, Le Parisien, The Telegraph, The Guardian, Washington Post, International New York Times, World Football Insider, Inside World Football and Around The Rings

VERO’s Role

  • Maximised media opportunities ahead of and during tournament by creating a dedicated international press release programme and creating hooks to tell Belo Horizonte’s preparation story e.g. FIFA Fan Fest plans, arrival of teams in Belo Horizonte, praise from FIFA
  • Organised media roundtable and 1-2-1 interviews with Elmo Cordeiro, a ball boy when England famously lost 1-0 to USA in Belo Horizonte at 1950 World Cup, ahead of England v Costa Rica game in Belo Horizonte, plus released collection of archived images from that game in 1950
  • Released fact sheet detailing Belo Horizonte’s football heritage and links to Brazil team, ahead of quarter-final game between Brazil and Chile in Belo Horizonte, showcasing passion for football in BH and legacy of stadium post tournament
  • Created unique media hook for Belo Horizonte via Heine Allemagne, born and raised in state of Minas Gerais, as the man behind revolutionary vanishing free-kick spray which was used for first time in the World Cup and made its football debut in Belo Horizonte in 2000
  • Arranged media interviews with Camillo Fraga, the Municipal Secretary for the World Cup in Belo Horizonte, regarding his thoughts on tournament and plans for the city beyond World Cup
  • Implemented and managed an effective international crisis communications strategy when a viaduct collapsed in the city during the tournament killing two locals
  • Secured a spot within busy media agenda during WC and hosted media roundtable with BPA, BOA and City Hall ahead of announcement of BPA agreement in the presence of HRH Prince Harry with City Hall for ParalympicsGB to train and prepare in city ahead of Rio 2016