Serviceplan Middle East has launched a new cross-border travel campaign for Visa, an Official Partner of the FIFA World Cup 2026™, across the Central and Eastern Europe, Middle East and Africa (CEMEA) region.
Called “The New Game Plan”, the campaign will run across 15 countries and 13 languages, encouraging travellers to embrace spontaneity during one of the world’s biggest sporting events.
The campaign is built on the idea that the most memorable travel experiences are often unplanned. As preparations for the FIFA World Cup 2026 gather pace, Visa’s campaign highlights how cities, fan zones and public spaces transform during the tournament, creating unexpected opportunities for travellers.
Featuring appearances by football manager Pep Guardiola and South African football captain Ronwen Williams, the campaign positions Visa as a trusted travel companion, helping consumers navigate spontaneous experiences with secure and widely accepted payment solutions.
“Our challenge from the outset was to bring three worlds together — travel, Visa, and the FIFA World Cup. Most stories during the World Cup season are told through games, players and stadiums, but we saw a more human one: the tournament doesn’t stay in the host cities, it travels. So we built ‘The New Travel Game Plan’ around the fan on the move, with Visa right there in every moment,” said Vineeta P Vasisht, Head of Client Servicing, Serviceplan Middle East.
According to the agency, the campaign celebrates travel experiences that unfold beyond carefully planned itineraries, encouraging travellers to adapt to changing circumstances and discover unexpected moments along the way.
The campaign also underscores Visa’s role in enabling seamless payments during travel, particularly as football-related events and fan activities reshape destinations across the region.
“The New Travel Game Plan only works if you’re willing to say yes to it. So we started by asking: what are the moments every traveler recognizes? The seat you didn’t choose. The bus you just missed. The restaurant you booked that couldn’t compete with the noise coming from across the street. We didn’t invent those situations. We just found the Visa in them,” said a spokesperson for the campaign.
The campaign is being rolled out across the CEMEA region as part of Visa’s lead-up activities to the FIFA World Cup 2026™.
