Ahead of the resumption of the UEFA Champions League, Official Partner Hotels.com has launched a multi-market brand campaign to encourage fans to watch the final stages of the competition from somewhere special.
With access to the stadium impossible for tens of thousands of fans, Hotels.com will encourage fans to celebrate the return of the competition by finding a new perfect front-row seat.
The campaign, run by sport and entertainment agency Octagon, will see a range of activity go live throughout the month of August, including bespoke content with JOE Media, featuring former Manchester United star Patrice Evra, and a host of social and PR campaigns utilising key UEFA Champions League digital assets during match weeks.
The brand has also announced the launch of a new experiential activation as part of the campaign, with creation of a drive-in cinema in London, “The Hotels.com Dream Screen”. The event will take place during the semi-final of the competition on 19th August, with the event and activation delivered by Blueprint Sports & Entertainment.
10 lucky fans have the chance to participate, with each car given access to its own beach set up, complete with deck chairs. Before the game kicks off, fans will be treated to a pre-match chat with Manchester City legend Yaya Toure who will be on hand to give some insight into the game.
“Similarly, to the entire world of football, we’re thrilled that the UEFA Champions League is back. While nothing may compare to the atmosphere in a packed stadium on a UEFA Champions League match night, the return of European football’s most prestigious competition definitely warrants a celebration,” said Gary Bansor, Brand Sponsorships Manager, Hotels.com.
“The revised format this season presents fans with the perfect excuse to make a real event of it and watch the matches somewhere different, and Hotels.com is here to help facilitate that.”
Josh Green, Executive Creative Director, Octagon, added: “Launching a campaign for a hotel brand around the UEFA Champions League - at a time when fans can’t travel – yeah, that’s a hard brief.
“We’ve all missed sport, and while sport may be back, stadium attendance is not. At Hotels.com, we say ‘No stadium. No problem.’ You can’t be there, so you might as well substitute your sofa for somewhere better.”