Destination Vancouver’s play to turn World Cup attention into tourism

Destination Vancouver’s play to turn World Cup attention into tourism

Destination Vancouver is using experiential marketing before and after the FIFA World Cup to turn the global attention surrounding the tournament into long-term tourism demand. Its latest activation, “Hammock Goals,” extends the city’s World Cup strategy beyond the matches by transforming soccer goal nets into public installations across Vancouver.

Rather than treating the FIFA World Cup as a one-time marketing moment, the destination marketing organization is using the event as a launchpad for its broader “Recouver in Vancouver” platform, which positions the city as a place where visitors can slow down, reconnect with nature and leave feeling rejuvenated.

The campaign’s hammocks were installed in several of Vancouver’s relaxing settings, including Grouse Mountain (pictured), Dr. Sun Yat-Sen Classical Chinese Garden, Kitsilano Pool, Stanley Park and VanDusen Botanical Garden. The activation also includes a signature hammock made from a goal net used during all seven FIFA World Cup matches at BC Place.

For Stefan Hawes, VP of global marketing at Destination Vancouver, the activation reflects a broader strategy to capitalize on the global attention generated by the tournament long after the final whistle. The idea, he says, is treating the event as the beginning of a longer brand-building effort, with the goal of turning global awareness into future visitation.

“The final whistle has blown on the World Cup, but our marketing efforts are really just beginning,” Hawes says. “The value of the World Cup for Vancouver won’t be fully apparent for years to come. The onus is on us now to use the World Cup as a catalyst for positive growth… That’s our challenge for the next few years and it’s one we relish.”

Experiential marketing will play a central role in that strategy. Hawes argues that experiences can communicate a destination’s brand more effectively than traditional advertising because they invite people to participate rather than simply watch. In this case, by placing hammocks made from World Cup goal nets in parks, beaches and attractions across the city, the team sought to extend the tournament’s relevance beyond the matches while reinforcing Destination Vancouver’s broader brand platform.

But experiential marketing was also a focus for the organization ahead of the cup. “During the tournament, the focus was naturally on the matches and the teams. Before and after is the perfect time for destinations to shine,” says Hawes, referring to the transformation of Vancouver’s Science World into a giant replica of the match ball in May. That activation was a collaboration between Destination Vancouver, Science World, the Province of B.C., the FIFA World Cup 2026 Vancouver Host Committee and the Vancouver Hotel Destination Association.

“Hammock Goals” is supported by influencer partnerships and earned media efforts in key tourism markets, including Canada, Australia, New Zealand and Switzerland. The organization has also created a dedicated section on its website featuring a map where users can find the locations of all the hammocks.

Additional hammocks will be gifted to the Swiss Football Association and Football Australia, commemorating their World Cup matches in Vancouver (where both national teams competed during the tournament) and serving as an invitation for the teams to return and “Recouver” in the city.

“No matter who you are, where you come from, we can all relate to the desire to disconnect, take a breath and relax. That broad appeal allows us to promote Hammock Goals globally in key markets,” Hawes says.

Rethink served as the creative partner on the campaign, while Havas’ Noise Digital handled media buying.

Success will be measured by impressions, airport exit surveys, brand tracking studies and broader tourism metrics over the coming years.

(Images courtesy of Destination Vancouver)

Destination Vancouver, experiential, Havas, Noise Digital, ooh, rethink, social media, Spotted, Stefan Hawes

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Source: Mediaincanada.com