To promote the first ElClásico of the 2020/21 season as a global entertainment phenomena, LaLiga rolled out the red carpet: in fact, it rolled out seven huge red carpets in iconic venues around the world.
Ahead of the much anticipated FC Barcelona and Real Madrid match on Saturday, 24 October, scarlet rugs were laid out at famous global entertainment venues in Cartagena de Indias (Clock Tower), Dakar (African Remembrance Square), Delhi (Red Fort), Dushanbe (the Navruz Palace in Dushanbe – Tajikistan), London (Tower Bridge), New York (the Vessel Sculpture in Hudson Yards) and Sydney (Opera House).
To celebrate arguably the world’s highest profile club game and position it as a mainstream entertainment property, LaLiga and creative agency La Despensa chose to lay down ElClásico red carpets to generate publicity for and excitement and to invite football fans around the world with the message: “Everyone is invited to the premiere of the year”.
As well as unfolding the carpets, LaLiga also hosted related activities such as freestyle football exhibitions and screened the game and promoted the initiative through a PR push, plus digital and social content led by an overview video.
“LaLiga is proud to invite the world to watch ElClásico this weekend. From London to Dakar, the installation of ElClásico’s red carpets around the world has brought to life the excitement, entertainment, glamor and global reach of this game and LaLiga . Barcelona vs Real Madrid is always an incredible show, and with the world watching we are sure that this edition will be no different “, said LaLiga Director of Business, Marketing and International Development Óscar Mayo.
The campaign was created for LaLiga’s seneior management and marketing group which included Eva López, Anastasia Llorens, Juan Girón and María Fernanda Díaz by creative agency La Despensa. The creative team was led by Creative General Directors Miguel Olivares and Javier Carrasco, Creative Directors Jorge Tabanera and Auxi Barea, Copywriter Javier García, Art Directors Esther Casas and Fer Militerno, Director of Strategic Planning Clara Benayas, Strategic Planner Laura Alfaya, Director of Client Services Sandra Pérez, Account Director Valentín López Vaquero and Account Executives Lucas Vilela and Laura Troya.
Comment:
The red carpet ambient initiative is a further strand of the Spanish top division’s all singing, all dancing #HayQueVivirla campaign celebrating LaLiga’s 90th season which seeks to further expand its audience and reach by presenting it clearly as an entertainment property rather than just as a sporting one (see case study).
Another recent strand of LaLiga’s modernisation and entertainment repositioning was the eLaLiga new season ‘What Can Not Be, Can Be’ launch campaign (see case study)
Links:
LaLiga
https://www.facebook.com/LaLiga
https://www.instagram.com/laliga/
https://www.youtube.com/user/laliga
https://www.linkedin.com/company/laliga/
La Despensa
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