Multiple fútbol cultures. One invitation.
Mazdi
Omnicultural creative agency
Multiple fútbol cultures. One invitation.
Mazdi
Omnicultural creative agency
Unlike New York, Miami, or Los Angeles, Atlanta wasn’t on most fans’ travel wish lists heading into the FIFA World Cup 2026™. Every fútbol culture dreams differently: Spain dreamed of a new La Roja lifting the Cup; Argentina, of one last dance with the GOAT; Mexico, of making history at home; and Brazil, of the Hexa. Different dreams. One language: fútbol. Atlanta needed to speak it. Before creating a single asset, we used quantitative and qualitative research across several countries to understand destination awareness, cultural associations, travel motivations, and intent to visit. The finding was bigger than a communication problem: Atlanta needed to become relevant before it could become a destination.
Unlike New York, Miami, or Los Angeles, Atlanta wasn’t on most fans’ travel wish lists heading into the FIFA World Cup 2026™. Every fútbol culture dreams differently: Spain dreamed of a new La Roja lifting the Cup; Argentina, of one last dance with the GOAT; Mexico, of making history at home; and Brazil, of the Hexa. Different dreams. One language: fútbol. Atlanta needed to speak it. Before creating a single asset, we used quantitative and qualitative research across several countries to understand destination awareness, cultural associations, travel motivations, and intent to visit. The finding was bigger than a communication problem: Atlanta needed to become relevant before it could become a destination.
The Strategy & Idea
We applied Mazdi’s Omnicultural Intersection™—where Culture, Communities, Moments, and Commerce meet to create relevance. For Atlanta, that intersection was the dream of fútbol itself. The World Cup gave us the moment to turn cultural relevance into travel intention. All Dreams Welcome made Atlanta the first Host City that stopped talking like a destination and started speaking like a fútbol fan. We mapped how different fútbol cultures dream, travel, celebrate, support, and belong—then built more than 220 culturally transcreated assets in under 30 days. They weren’t simply translated: each drew on local chants, heroes, historic moments, and supporter codes.
Atlanta had to become tangible where travel decisions were already being made. A moving Atlanta experience traveled through Madrid, a priority market. International influencers explored the city through their own cultural lenses—its food, neighborhoods, attractions, and fútbol atmosphere—and shared locally relevant stories. A multilingual digital campaign and World Cup microsites met fans in their own language. Football legends, national media, and culturally tailored press kits brought Atlanta into Spain’s fútbol conversation, culminating in the city’s first international tourism PR event. Earned media was never the destination. Atlanta was.
The Strategy & Idea
We applied Mazdi’s Omnicultural Intersection™—where Culture, Communities, Moments, and Commerce meet to create relevance. For Atlanta, that intersection was the dream of fútbol itself. The World Cup gave us the moment to turn cultural relevance into travel intention. All Dreams Welcome made Atlanta the first Host City that stopped talking like a destination and started speaking like a fútbol fan. We mapped how different fútbol cultures dream, travel, celebrate, support, and belong—then built more than 220 culturally transcreated assets in under 30 days. They weren’t simply translated: each drew on local chants, heroes, historic moments, and supporter codes.
Atlanta had to become tangible where travel decisions were already being made. A moving Atlanta experience traveled through Madrid, a priority market. International influencers explored the city through their own cultural lenses—its food, neighborhoods, attractions, and fútbol atmosphere—and shared locally relevant stories. A multilingual digital campaign and World Cup microsites met fans in their own language. Football legends, national media, and culturally tailored press kits brought Atlanta into Spain’s fútbol conversation, culminating in the city’s first international tourism PR event. Earned media was never the destination. Atlanta was.
What We Achieved
The campaign activated 7+ global markets and reached an audience of 25M+. It generated €445K in earned media value and an 85% media engagement rate, supported by 220+ culturally transcreated assets.
Atlanta has always been a city built on dreams. This time, it became part of the world’s biggest one.
What We Achieved
The campaign activated 7+ global markets and reached an audience of 25M+. It generated €445K in earned media value and an 85% media engagement rate, supported by 220+ culturally transcreated assets.
Atlanta has always been a city built on dreams. This time, it became part of the world’s biggest one.
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