THE ORIGINAL FARMERS MARKET
Official World Cup Fan Zone
STRATEGIC COMMUNICATIONS • SOCIAL MEDIA STRATEGY • CONTENT CREATION • INFLUENCER STRATEGY • BRAND MARKETING
The Challenge
With Los Angeles serving as a 2026 FIFA World Cup host city, The Original Farmers Market (TOFM) needed a way to capitalize on the global spotlight, driving destination awareness, visitation and merchant sales while positioning itself as a culturally relevant, must-visit L.A. destination for both World Cup visitors and locals.
Our Approach
TRN recommended and secured TOFM’s participation as an Official FIFA Fan Zone and built an integrated PR, social media and influencer campaign around it.
Beginning in May, TRN executed original content, strategic storytelling, a targeted influencer program and proactive media relations, anchored by a June 12 "Food Zone" media and influencer preview event.
The exclusive World Cup viewing party brought together 17 media and influencers to sample offerings from over 15 participating merchants, with guests receiving Official Fan Zone tote bags featuring merchant products and vouchers.
TRN also secured a network of paid and organic creator partnerships to extend the Fan Zone's reach and drive real-time social coverage throughout the activation.
Measuring Success
The campaign generated widespread earned media coverage across TV, radio, print and online outlets, alongside strong organic and paid social performance from creator partnerships. The June 12 preview event drew significant media and influencer turnout, with continued on-site coverage throughout the Fan Zone's run, reinforcing The Original Farmers Market's position as one of Los Angeles' premier World Cup destinations.
1.6B+
EARNED MEDIA IMPRESSIONS
1.2M+
SOCIAL MEDIA IMPRESSIONNS
830+
EARNED MEDIA PLACEMENTS
EXPERTISE
Media Relations ● Experiential Activation ● Destination Marketing ● Local Audience Engagement ● Merchant & Small Business Amplification ● Creator Partnerships ● Event Programming