On 19 May Trivago unveiled its new training kit partnership with Chelsea FC which saw the Expedia-owned hotel/accommodation web services company turn the West London club’s Stamford Bridge stadium into ‘Stamford Beach’ for a VIP event which saw the pitch turned into a tropical island.
The stunt included a sandy beach and tiki bar on the hallowed turf and was fronted by men’s and women’s team captains Cesar Azpilicueta and Magdalena Eriksson who were joined by coaches Emma Hayes and Thomas Tuchel: the quartet all showcased the club’s new 2021/22 training kit featuring the Trivago logo.
The at-stadium, on-pitch stunt was amplified through social content across Trivago and Chelsea’s own channels.
Leading the charge, team Captains @CesarAzpi and Magdalena Eriksson enjoy the sea and sand on the pitch at #StamfordBeach, while sporting the new 2021/22 training kits featuring @trivago @ChelseaFC. #LetsGo #football pic.twitter.com/ATFDIx1phn
— trivago (@trivago) May 19, 2021
We’re so excited to announce a multiyear partnership with @ChelseaFC to bring together the worlds of #travel and #football, helping fans go further, bigger and bolder. Learn more: https://t.co/9ysqY1DfYp #LetsGo pic.twitter.com/TghDc6yc6Z
— trivago (@trivago) May 19, 2021
The multi-year Official Training Wear Partnership will see the brand feature on Chelsea’s training kit across its men’s, women’s, and academy teams.
The launch stunt is being followed by an integrated joint campaign called ‘Let’s Go’ led by a TV commercial and supported by ‘curated content’ and once-in-a-lifetime experiences for fans.
From July, soccer supporters around the globe can sign up to and participate in monthly money-can’t-buy experiences contest: which includes player meet-and-greets, coaching sessions from Chelsea staff and access to the Trivago suite at the stadium.
“When the opportunity to partner with Chelsea came up, we jumped at the idea. We at Trivago are very passionate about football. For us, it is not just entertainment, it is part of our culture and daily life,” commented Trivago CEO Axel Hefer. “Being with people who matter to us, experiencing exciting and unique moments together, exploring new destinations on away matches or huge victories in national and international competitions – football is bringing joy into our daily lives in a similar way travel does. We are excited to bring this to life with a smile-raising, heart thumping Trivago twist in a uniquely Chelsea way – let’s go.”
“We are all looking forward to that moment when we can travel freely again, whether that is to watch Chelsea or to have a long-awaited holiday away from home, so I’m really delighted to be welcoming Trivago into the Chelsea family,” commented Chelsea CEO Guy Laurence. “With a global platform that is truly best-in-class, we will be proud to wear the Trivago name on our Men’s, Women’s and Academy training wear.”
Comment:
The timing of the unveiling and debut activation came ahead of spiking soccer interest around the climax of the Premier League season and the club’s appearance in both UEFA Champions League Finals (the women’s on 16 May and the men’s on 29 May)
It also follows hot on the heels of the club’s ‘It’s A Chelsea Thing’ launch campaign – with supplier Nike and front of shirt sponsor Three – for its new 2021/22 season shirt.
It also follows on from parent company Expedia’s ‘With You All The Way’ activation with rival Premier League club Liverpool FC and sister brand Hotels.com’s UEFA Champions League Final ‘Do Not Disturb’ activation fronted by Eric Cantona.
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