Elevating A PARALYMPIC SPONSORSHIP INTO A GLOBAL BRAND STORY

Project Overview

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.

StudioVald helped transform that sponsorship into a meaningful campaign story grounded in inclusion, accessibility, resilience, and possibility.

Concept and Creative Direction

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 brought that story to life across broadcast, print, digital, paid social, event signage, and campaign copy, connecting Karimi’s journey to Visit Lauderdale’s broader brand promise.

Outcome

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

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

Role

Campaign messaging, copywriting, concept development, broadcast and print campaign support, paid social copy, and event signage support.