Auckland Airport was the official gateway to New Zealand and the FIFA Women’s World Cup 2023. With 50,000+ passengers passing through on busy days, and tens of thousands of inbound international fans visiting, the airport’s marketing team briefed Spur to design an experiential installation to celebrate this globally significant event.
The customer experience was broken down into a number of distinct moments. A giant 80m long pitch graphic at the head of the runway welcomed football fans to our shores. Large format branding adorned the arrivals corridors, while the main focus was an immersive stadium experience waiting in the arrivals hall. Guests exited into this space to surging crowd noises, refs whistles and crowds chanting. Turf flooring and pitch markings were supplemented by grandstand seats for waiting friends and family. A digital activation enabled visitors to grab an arrival photo in front of their animated national flag.
At key times, Spur brand ambassadors joined the tournament mascot to welcome visiting national football teams and their entourages.
Our scope of services included:
- Concept development
- CAD modelling
- Project management
- Content creation
- Health & safety planning
- Supplier management
- Promotional staffing
