The first week of April saw Hotels.com team up with JOE Media and a line-up of player ambassadors to launch a new content series leveraging its UEFA Champions League sponsorship which sets out to inspire soccer supporters to start planning their next trip to an away game.
Launched as the tournament’s quarter finals got under way and as some European countries began opening up after long Covid-19 lockdowns, the celebrity-fronted travel show style online video series, called ‘Dream Island’, showcases Hotels.com’s role as the competition’s Official Travel Sponsor and sees presenter and influencer Yung Filly chat to a team of UEFA Champions League legends about their own fantasy trips.
The series stars former players such as Ashley Cole, Gary Neville and Gaizka Mendieta who each discuss their dream holidays and answer fan questions.
The opening spot, posted on 7 April, featured Spanish midfield maestro Gaizka Mendieta Talk about his personal Dream Island Get-Away, who will make up his three-man dream football beach team.
The campaign also encourages viewers and fans to dream up their own #AwayGoals with Hotels.com and aims to drive them online to visit https://uk.hotels.com/page/hcom-footb…
Comment:
According to the brand, the series aims to drive brand awareness among younger millennial football fans. It runs as party of the company’s ‘Away Goals’ creative platform which itself sets out to inspire audiences to start planning their next trip as travel restrictions are lifted. The initiative includes creative activating the brand’s football sponsorship stable rights which include club deals with Tottenham Hotspur and Olympique de Marseille as well as with the UEFA Champions League.
The latest wave of Champions League activation follows in the footsteps of previous Hotels.com campaigns including its August 2020 pandemic ‘No Stadium, No Problem’ activation and its 2019 Eric Cantona fronted ‘Cultural Campaign’.
Leave a comment
You must be logged in to post a comment.