Back to Projects Case Study · Visit Qatar · 2024

A World Cup
Encore.

One year after the FIFA World Cup, Visit Qatar wanted to reignite global interest in the country as a year-round destination. We produced a retrospective campaign that turned post-tournament nostalgia into measurable new visitor intent — across six markets, in eight weeks.

+318%

Reach growth vs. baseline

Markets activated

Assets produced

8 wk

Campaign duration

The brief.

The 2022 FIFA World Cup put Qatar on the global stage. But a year later, search interest had dropped by 60% and competitor destinations were reclaiming share of voice. Visit Qatar needed a campaign that would convert residual World Cup goodwill into concrete travel intent — without the budget of a mega-event.

The ask: a hero film, a multi-format social rollout, and an OOH presence across six priority markets (Qatar, UAE, Saudi Arabia, UK, Germany, France). One production window. Eight weeks from brief to final flight.

Our job was to make people feel that Qatar was not a one-off spectacle — it was a destination they hadn't finished exploring.

01 — Strategy

Nostalgia is a lever, not a crutch.

We audited 14 months of social listening data and found that World Cup mentions had shifted from "event" to "place." People weren't reminiscing about matches — they were talking about the Souq, the desert, the food. That was our way in: frame Qatar as unfinished business, not a memory.

Social listening audit

14 months of data across 6 markets revealed the conversation had shifted from sport to place. "Qatar desert" outranked "Qatar football" 3:1.

Multi-market localisation

Each market received tailored edits — German cuts led with architecture, UK with food, GCC with family. Same footage, six different stories.

One shoot, six edits

A three-day production window in Doha yielded the hero 60s film, six 15s social cuts, and 200+ stills. No reshoots, no stock.

02 — Creative & Production

Three days, one city, fourteen deliverables.

We shot across 11 locations in three days — from the pearl-diving heritage at Al Zubarah Fort to the skyline from the Museum of Islamic Art park. The creative concept: a single continuous camera movement that begins in a stadium and ends at the sea, as if the viewer is discovering what lies beyond the final whistle.

Hero film still — Souq Waqif at golden hour

Behind the scenes — desert dune sequence

MIA Park skyline — final scene

03 — Results

The numbers speak.

48M

Total impressions

12.6M

Video views

4.8%

Engagement rate

$0.012

Cost per view

Reach growth by market (% vs. baseline)

Qatar

+412%

UAE

+348%

KSA

+318%

+246%

Germany

+214%

France

+188%

Weekly reach (millions)

1.2M

3.8M

6.4M

9.2M

8.6M

7.1M

5.8M

5.9M

Wk 1Wk 2Wk 3Wk 4Wk 5Wk 6Wk 7Wk 8

04 — Social & Distribution

Six cuts, three platforms, zero stock.

Impression share by channel

Instagram

42%

YouTube

28%

X / Twitter

15%

TikTok

10%

OOH

Mash understood that this wasn't about replaying the World Cup — it was about proving Qatar is worth coming back to. The speed and quality of execution across six markets was exactly what we needed. The numbers validated the approach within the first two weeks.

Fatima Al-Kuwari

Director of Destination Marketing, Visit Qatar

A World CupEncore.