The tournament will shine a global spotlight on Metro Vancouver and British Columbia. While matches will take place in Vancouver, Richmond is uniquely positioned to benefit from increased visitation and long-term destination awareness thanks to its proximity, world-class amenities, and diverse experiences. 

Tourism Richmond’s marketing efforts are designed to inspire visitors who are already planning to be in Vancouver during the tournament to extend their stay and explore everything Richmond has to offer—from vibrant culinary experiences to cultural attractions and scenic outdoor spaces. 

Marketing Channel Activity

Tourism Richmond will introduce our FWC26 creative strategy, “Extra Time,” designed to connect with passionate football fans and position Richmond as the perfect place to spend time beyond the match. We will leverage paid, owned, and earned media across multiple touchpoints to maximize awareness and engagement.  

Paid Media

Our paid media efforts will focus on visitors from British Columbia, Alberta, and Ontario, and Washington State with targeted exposure in Australia and New Zealand, as both teams will be playing in Vancouver. We will use the following phased media approach in market: 

Phase 1: February 23 – March 30
Video ads will introduce Richmond as a must-visit destination. Watch Video Here

Phase 2: March 23 – May 30 
Online display ads and social posts will strengthen Richmond’s visibility and encourage exploration. 

Phase 3: June 1 – July 26 
A multi-channel push—including online ads, video, and high-traffic digital placements at Vancouver International Airport, on transit bus wraps, and Canada Line station posters—will capture attention and drive visitation to Richmond. 

Owned Media

We will create high-engagement owned content that puts the FWC26 visitor at the heart of the story—showing how spending ‘Extra Time’ in Richmond is an essential part of the Metro Vancouver tournament experience. 

Web:
Our website presence will feature three key components: a paid media campaign landing page guiding visitors on all things Richmond; a ‘24 Hours or Less in Richmond’ page inspiring how to spend their ‘Extra Time’; and an updated homepage directing users seamlessly to both. 

Email:
This tactic will focus on consistency and visibility. Beginning in March, ‘Extra Time in Richmond’ will be integrated into all consumer newsletters, driving traffic to our FWC26 website content. During the tournament, targeted stand-alone emails will reach localized audiences to highlight partner events and city activations, helping drive local visitation and maximize attendance across the destination.

Social:
We’re inviting partners to collaborate on match-prediction content that celebrates FWC26 while spotlighting Richmond. This will be complemented by vlog-style storytelling from a visitor’s point of view, highlighting Richmond ‘Extra Time.’ Partners interested in creating content with us are encouraged to contact marketingcoordinator@tourismrichmond.com

Earned Media

Tourism Richmond will work closely with our PR agency to maintain Richmond’s presence in daily regional FW26 coverage, collaborating with media partners to weave Richmond’s ‘Extra Time’ narrative and stakeholders into stories that support the broader FWC26 storyline.

Tactic:
From late April through May, our agency will pitch key Richmond experiences to regional media for inclusion in roundup lists and destination guides. Once the tournament begins (June–July), efforts will shift to timely, news-driven opportunities—prioritizing partner inclusion in relevant coverage. 

Partnerships are integral to the success of our earned media strategy. If you have highlights or specially curated FWC26 events to share, please contact us at marketingcoordinator@tourismrichmond.com