{"id":838669,"date":"2026-07-31T18:10:21","date_gmt":"2026-07-31T18:10:21","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/838669\/"},"modified":"2026-07-31T18:10:21","modified_gmt":"2026-07-31T18:10:21","slug":"destination-vancouvers-play-to-turn-world-cup-attention-into-tourism-media-in-canada","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/838669\/","title":{"rendered":"Destination Vancouver\u2019s play to turn World Cup attention into tourism \u00bb Media in Canada"},"content":{"rendered":"

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, \u201cHammock Goals,\u201d extends the city\u2019s World Cup strategy beyond the matches by transforming soccer goal nets into public installations across Vancouver.<\/p>\n

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 \u201cRecouver in Vancouver\u201d platform, which positions the city as a place where visitors can slow down, reconnect with nature and leave feeling rejuvenated.<\/p>\n

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The campaign\u2019s hammocks were installed in several of Vancouver\u2019s 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.<\/p>\n

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.<\/p>\n

\u201cThe final whistle has blown on the World Cup, but our marketing efforts are really just beginning,\u201d Hawes says. \u201cThe value of the World Cup for Vancouver won\u2019t be fully apparent for years to come. The onus is on us now to use the World Cup as a catalyst for positive growth\u2026 That\u2019s our challenge for the next few years and it\u2019s one we relish.\u201d<\/p>\n

Experiential marketing will play a central role in that strategy. Hawes argues that experiences can communicate a destination\u2019s 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\u2019s relevance beyond the matches while reinforcing Destination Vancouver\u2019s broader brand platform.<\/p>\n

But experiential marketing was also a focus for the organization ahead of the cup. \u201cDuring the tournament, the focus was naturally on the matches and the teams. Before and after is the perfect time for destinations to shine,\u201d says Hawes, referring to the transformation of Vancouver\u2019s Science World into a giant replica of the match ball<\/a> 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.<\/p>\n

\u201cHammock Goals\u201d 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.<\/p>\n

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 \u201cRecouver\u201d in the city.<\/p>\n

\u201cNo 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,\u201d Hawes says.<\/p>\n

Rethink served as the creative partner on the campaign, while Havas\u2019 Noise Digital handled media buying.<\/p>\n

Success will be measured by impressions, airport exit surveys, brand tracking studies and broader tourism metrics over the coming years.<\/p>\n

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(Images courtesy of Destination Vancouver)<\/p>\n","protected":false},"excerpt":{"rendered":"Destination Vancouver is using experiential marketing before and after the FIFA World Cup to turn the global attention…\n","protected":false},"author":2,"featured_media":838670,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[194298],"tags":[49,48,5814,55],"class_list":["post-838669","post","type-post","status-publish","format-standard","has-post-thumbnail","category-vancouver","tag-ca","tag-canada","tag-media-in-canada-keeping-media-and-marketing-execs-up-to-speed-on-the-canadian-media-scene","tag-vancouver"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/838669","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=838669"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/838669\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/838670"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=838669"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=838669"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=838669"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}