Hotels.com Cantona Culture Champion
Leveraging UEFA Champions League sponsorship with a trilogy of films that place the travel brand at the heart of the story.
The brief
Make Hotels.com part of the conversation around the UEFA Champions League final and raise brand awareness that they are the official travel partner of the UCL.
The strategy
Create an integrated advertising and editorial campaign, where a piece of compelling content located where the final was in Madrid. And to ground it in a piece of travel insight that talks to both football fans and non-fans.
The idea
Eric Cantona's Guide to Madrid – a film that shows fans what they're missing out on when they follow their team.
Cantona went on to star in 2 further films for Hotels.com:
Casa De Cantona – a hotel where you could enter Eric's Covid bubble and watch the final with him.
Do Not Disturb suites – spaces where you had space to watch the game without interruption.
The results
Nearly 100 pieces of coverage across 10 key markets and massive social reach across YouTube, Facebook and Instagram channels. In the UK, branded video coverage in the likes of Daily Mirror, Daily Star, Sun, Metro and a host of others.
Credits
Client: Hotels.com
Agency: Hope and Glory