A Global Moment, and a Guide Worth Carrying
Summary
When the FIFA World Cup set its sights on Seattle for upcoming matches, we knew what was coming: a global audience planning trips years in advance. The State of Washington Tourism partnered with Madden to create a multilingual, internationally distributed travel guide built for first-time visitors — built to last, and designed to travel as far as the fans would.
Client
State of Washington Tourism
Scope
Visitors Guide
Campaign Title
FIFA World Cup International Visitor’s Guide
Built for a Global Audience
We worked closely with local translators to ensure content felt natural in German, Japanese, and Spanish. Tone, phrasing, and context were considered at every turn, because when you’re welcoming in the world, clarity and cultural respect matter.
Designed to be Loved (and used)
Every page was balanced with the right mix of utility and momentum with clear regional organization, practical routing information, and visual hierarchy built for ease.
Paired with creative spreads that encouraged readers to extend their stay, information gave visitors confidence. And creative gave them a reason to explore further.
Fulfillment at Scale
We managed global fulfillment to ensure the guide was produced and distributed wherever fans were planning their trip.
That meant:
- Materials durable enough for international travel
- Consistent production quality across markets
- Coordinated international distribution
