FIBA Basketball World Cup 2023 Promotion
Programme Lifecycle
Hosted by: Japan, Indonesia, Philippines
Promotion Cycle Duration: 2019 – 2023
Initiation & Vision Alignment
We collaborated with the three host nations to align their goals into a unified World Cup promotional strategy. As part of the delivery team, I worked with the World Cup Directors to create the core framework for this joint roadmap.
Planning Phase
Conducted an in-depth analysis of the World Cup cycle's promotional strategy, reviewing past successes and failures. Established key committees for a culturally aware, cross-functional approach and partnered with internal teams and external stakeholders to streamline budgeting and forecasting for smooth execution.
Implementation Phase
Led key promotional projects from launch to execution, managing social impact initiatives, launch events, and digital activations. Coordinated with teams and agencies to develop media plans and ensure regionally successful campaigns.
Evaluation & Close-Out
Completed projects with detailed reviews of campaign performance, stakeholder feedback, and ROI, collaborating with cross-functional teams to use data-driven insights for optimizing strategies and planning future promotions.
"Paula was at the heart of the World Cup project, bridging cultures and aligning teams across three countries with exceptional diplomacy and warmth. Her leadership, from shaping the brand to delivering a global yet locally relevant promotional program, was both innovative and committed, ensuring success even in the face of challenges." David Crocker - FIBA WC2023 Director
A Weekend to Remember and a Journey Worth Sharing
Here's a glimpse of the adventure! This event marked a major milestone in our Promotion Roadmap as we gathered in Manila for the Draw, with numerous side activities. The energy was incredible, filled with excitement, nerves, and laughter over a few unforgettable days. I have countless stories from each activity, as brand and promo projects were central to everything we did!
During the two-year implementation phase, I oversaw the entire program lifecycle, collaborating with cross-functional teams to bring projects to life. We constantly generated ideas to boost event awareness across three host countries, and each challenge inspired us to think bigger.
Despite obstacles like Asia's pandemic-related closures and rapidly changing plans, we embraced agility, creativity, and innovation to transform challenges into meaningful results.
Ultimately, we delivered experiences that reflected the passion and commitment of our hosts and partners.