Elevating A PARALYMPIC SPONSORSHIP INTO A GLOBAL BRAND STORY

Visit Lauderdale had a powerful opportunity to connect its destination brand to something beyond travel. By sponsoring the U.S. Paralympic Swimming Team, the destination could show the world what “Welcome Everyone Under the Sun” truly means.

The challenge was to transform that sponsorship into a meaningful campaign story rooted in inclusion, accessibility, resilience, and possibility.

The campaign centered on Abbas Karimi, a Fort Lauderdale-based Paralympic swimmer, Afghan refugee, and elite international athlete whose personal journey embodied the destination's spirit. His story gave the campaign a human center, linking athletic excellence to a deeper message of belonging, perseverance, and opportunity.

StudioVald helped bring that story to life through broadcast, print, digital, paid social, event signage, and campaign copy, all of which connected Karimi’s journey to Visit Lauderdale’s broader brand promise.

The work transformed a sports sponsorship into a compelling expression of destination values, demonstrating that inclusion was not just a message but part of the brand’s identity.

The results delivered on a global stage: 15.2 million impressions, nearly double the original goal, with 95% overdelivery, $410,000 in advertising value, and a 70% return on investment.

For Visit Lauderdale, the campaign did more than promote a sponsorship. It gave the destination a story with heart, purpose, and global reach.