EXPEDIA GROUP // Destination Football

ACTIVATION & EXPERIENTIAL // EVENT

As a first time UEFA Champions League sponsor, Expedia Group wanted to celebrate their first year with a hospitality activation showcasing their brand promise of ‘Bringing The World Within Reach.’

However, I didn’t want to create your typical, cheesy, corporate football ‘drinks, food and chat in a cool looking bar’ type of event. With Expedia being a travel brand, I wanted to take people on an immersive journey - full of discovery, endeavour, and excitement – which seamlessly merged football with travel. Creating something that gave Expedia’s UCL sponsorship and event ‘theme’ relevance, which would leave the guests with memorable moments and affiliation for the brand.

‘Destination:Football’ was created.

In one night, Destination:Football transported guests to five different Champions League Finals cities of the past, giving them a chance to relive iconic footballing moments and immerse themselves a variety of unique European cultures – showing how Expedia Group truly brings the world of football within reach.

We built our hospitality experience out like a movie set with various set builds in one big environment. Guests could choose to just have a look, or stop and immersive themselves in each iconic UCL Final location: Munich, Rome, London, Paris and this year’s hosts Madrid.

Featuring detailed illustrations, iconic landmarks for Instagram-worthy postcard shots, counter facades and bespoke real-life props for theatre, you felt like you were there. We played UCL Finals from that place and time, and you could even taste the ‘local’ cuisine with specialised catering. The cityscapes across all destinations were connected around a centre - a 'Madrid rooftop terrace'. Each was an experience in its own right, packed with immersive elements that encouraged you to go further, with subtle Hotels.com and Expedia branding and tongue-in-cheek communications to find.

The event was a huge success - and the envy of the rival sponsors whose events were pitched up next door (so much so that Mastercard ordered handymen in 24hrs before the opening to improve their offering after seeing how our Destination:Football looked!)

The event had hugely positive feedback from UEFA rights holders and other partners and the highest 'dwell' time ever seen from UEFA.

RESULTS & QUOTES:

95% completely satisfied. 5% satisfied. 0% unhappy.

”The Destination:Football Champions Village was spectacular…”

“This was the first time we have seen so many guests stay in one place for such a long amount of time…”

"A totally incredible experience, full of emotions and business…"