Quick insight: Seattle proved that a city does not need to be an official sponsor to become part of a global sporting event. Through "Let's Play SEA '26," the city transformed the FIFA World Cup into a shared brand experience powered by creativity, community, and outdoor advertising.
A City United By One Identity
When Seattle prepared to host six FIFA World Cup matches, Visit Seattle understood that creating a world-class visitor experience required more than stadium preparation.
The city needed a visual identity that could bring together businesses, organizations, and communities while respecting FIFA's strict trademark and branding rules.
The solution was "Let's Play SEA '26," a bold citywide platform created with creative agency Copacino Fujikado.
A Brand Built For Everyone
The campaign introduced a free toolkit featuring vibrant colors, custom patterns, and a recognizable "SEA" mark inspired by the identity of the region.
More than 1,000 local businesses downloaded the resources, allowing restaurants, hotels, attractions, independent businesses, and transportation systems to participate.
Rather than being controlled by one organization, the identity was designed to belong to the entire city.
Turning Public Spaces Into A Welcome Message
The Let's Play SEA '26 identity appeared throughout the visitor journey — from SEA Airport and Sound Transit to hotels, restaurants, attractions, and public infrastructure.
Even everyday city elements became part of the experience, transforming Seattle into a connected visual environment celebrating the World Cup.
The campaign created a seamless welcome that visitors could experience from the moment they arrived.
OOH Powered The City's Biggest Moment
To maximize visibility, Visit Seattle secured premium out-of-home media across the region and made those opportunities available to community partners.
By supporting creative and design costs, local organizations gained access to high-impact placements during one of the world's biggest sporting events.
The result was hundreds of thousands of impressions working together to tell one larger story: Seattle welcoming the world.
Why This Campaign Works
- Creates a local identity beyond official event sponsorship.
- Transforms an entire city into a marketing platform.
- Uses OOH to connect physical spaces with cultural moments.
- Encourages businesses and communities to participate.
- Builds a memorable visitor experience through consistency.
Key Takeaways For Marketers
- Major events create opportunities beyond traditional advertising.
- Strong city branding can turn locations into experiences.
- OOH helps brands and destinations create emotional connections.
- Community participation increases campaign impact.
- A shared visual language can unite thousands of voices.
Final Thought
Let's Play SEA '26 shows how a city can transform a global sporting event into a collective brand story.
By combining creativity, outdoor advertising, and community collaboration, Seattle created more than a World Cup campaign — it created a welcome experience that visitors could see everywhere.
Frequently Asked Questions
It is a citywide branding platform created by Visit Seattle and Copacino Fujikado to unite the region around the FIFA World Cup.
Because FIFA trademark restrictions limited how local businesses could use official World Cup branding.
The identity appeared across airports, transit systems, businesses, attractions, public spaces, and outdoor advertising placements.
More than 1,000 local businesses downloaded the free toolkit and participated in the citywide celebration.
Large events create opportunities for community-driven branding and memorable outdoor experiences beyond traditional sponsorships.
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