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The Supreme Committee for Delivery & Legacy

Al Wakrah Bus

Football Fun Across the Country

The "See you in Al Wakrah Bus" - a fan engagement hotspot across Qatar.

In order to create awareness about the inauguration of Al Janoub Stadium in Al Wakrah – the first purpose-built World Cup stadium to open in Qatar, a promotion campaign was created to travel to various locations in Qatar and engage residents, locals, communities and fans across the country.

fischerAppelt was chosen to manage the execution and implementation of the ‘See You in Al Wakrah Bus’, the centerpiece of the campaign.

The campaign ran prior to and during the stadium opening as the Bus travelled around Doha and Al Wakrah including visits to schools and popular public locations. The bus consisted of a range of content-generating stations; augmented reality providing information about the new stadium and live performances designed to attract a crowd and create excitement.