Batroun has been transformed into a large-scale FIFA World Cup fan destination through the launch of Batroun Foot City, an activation created by Batrouniyat that combines live football screenings with entertainment, hospitality and community experiences.
Running throughout the tournament, the initiative aims to position the Lebanese city as a destination for football fans while supporting local tourism and businesses.
The integrated communications campaign, led by Rubicom, was designed to build nationwide awareness, drive attendance across the tournament period and generate positive media attention for Batroun as a tourism destination.
To support these objectives, the campaign rolled out an integrated 360-degree communications approach across multiple channels, combining public relations, media relations, digital marketing, social media, influencer partnerships and experiential activations. The communications strategy also included always-on community management, ticketing promotion, event listings, media interviews, video and photography production and live event coverage.
On the ground, branding and sponsor activations were integrated throughout the fan zone, while proceeds from the initiative contribute to the Batroun Bike Routes project in an effort to link the experience to a wider community initiative.
The campaign primarily targeted football fans across Lebanon, while appealing to families, young adults, local communities, domestic tourists, Lebanese diaspora returning during the summer and visitors from the GCC. On the commercial side, it also seeked to attract brands and partners looking for premium experiential marketing opportunities.
According to the agency, the communications were structured to support audiences throughout the fan journey. PR and media relations focused on building national visibility, while event listings and coverage encouraged attendance. Social media content was used to build anticipation ahead of matches, promote fixtures, capture the atmosphere on-site and encourage repeat visits across the tournament.
Influencer partnerships formed another key component of the campaign. Several regional and local creators were invited to the venue to produce live content from the venue and share their experience across social platforms. The on-ground activation also encouraged user-generated content, extending conversations beyond match days through organic sharing and earned media.
The physical activation took place in Batroun, Lebanon, while communications extend across the Middle East through digital channels, social media and earned media, reaching regional audiences and the Lebanese diaspora.
The inititative was launched alongside the FIFA World Cup on 11 June and will run to the end of the tournament on 19 July 2026. Following the tournament, communications will continue in the form of post-event marketing through recap content, sponsor reporting. It will also use legacy storytelling centred on the Batroun Bike Routes initiative to further continue the conversations.
The success of the intitivative will be measured through a combination of quantitative and qualitative metrics, including visitor attendance, media coverage, earned media value, share of voice, social media reach and engagement, video views, influencer performance, user-generated content, brand visibility, audience sentiment and the tourism and economic impact generated for Batroun.
