From fixture to footfall: Turning FIFA World Cup 2026TM attention into visits to Pennsylvania
Challenger destinations cannot compete on share of voice, but they can compete on share of relevance. With six FIFA World Cup 2026 matches hosted in the state, Pennsylvania capitalised on moments of peak collective attention. Football created the travel trigger, but the campaign made Pennsylvania the destination of choice.
Entered by Ardmore Group
How does a destination with 2.3% of US overseas visits compete with destinations that command a much higher share of overseas visits like New York (27.9%) and Florida (25.2%)? Not by outspending. Not by outshouting. But by outthinking.
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