Pro athletes are celebrities. Fans hang off every picture, every sporting stat …and every word written about them. Here’s a campaign that gets fans even closer. Agency, Quality Meats, and global online travel marketplace, GetYourGuide, take their audience into the downtime experiences of high-profile athletes – how they make the most of their time out of the spotlight on their vacations. The campaign illustrates how GetYourGuide connects people to experiences worth travelling for.
The campaign series begins with two films, The Jeffersons Take Rome, a 3-minute film featuring Vikings football wide receiver, Justin Jefferson, and his family as they explore Rome via expertly curated, locally-vetted experiences such as a vintage car guided tour of the city, dinner at a local’s home, a rooftop opera show, and a private tour of the Vatican Museum:
…and Kyle & Winnie’s Riviera Rendezvous, where Washington Wizards basketball player, Kyle Kuzma, travels in France with his girlfriend, model Winnie Harlow. The couple experience panoramic views of Villefranche-sur-Mer and Saint Jean Cap Ferrat, play Petanque at Café de la Place, and take a Provencal wine tour on the French Riviera.
The films were directed by Partizan’s awarded documentarian, Floyd Russ, known for his numerous athletic-focused Netflix documentaries including Malice At the Palace and American Manhunt.
“We wanted to showcase the unique experiences GetYourGuide has to offer but through the lens of famous athletes that we’re used to seeing in a certain light,” said Brian Siedband, Co-Founder & Co-CCO from Quality Meats. “When you take them out of that context, and see them out of their comfort zones like we all are when we travel, that’s where things get interesting.”
“It was truly special to film with such great talent in unique locations, capturing the experiences, the flavours, and the local energy. The stories are a whirlwind of fun with everything experienced in real time. There are no performances in this spot – everything was shot exactly as it unfolded,” added Floyd Russ.
The goal of the campaign is to build brand awareness among the US’ Explorers group, those enthusiasts who have a desire to truly experience and engage with the places they visit and the people they meet along the way. According to recent research from GetYourGuide, Explorers are almost twice as likely to book travel experiences online and have four or more trips planned for 2024.
The films will be accompanied by 30- and 15-second versions, also featuring the athletes, that highlight the GetYourGuide app and vast array of experiences available to customers across the world. The campaign will run on CTV and streaming platforms in addition to social, digital, and PR activations. It is part of GetYourGuide’s current overall brand marketing push, which also includes brand-building campaigns online and offline in the US, UK, France and Germany.
“At GetYourGuide, we are defining a new category for consumers: travel experiences. And we’re thrilled to leverage new and engaging ways to show, not just tell them about the transformative power of making memories,” stated Madison Peitrowski, director of brand, US at GetYourGuide. “By giving viewers an inside look into how elite athletes make the most out of their time off, we aren’t just building GetYourGuide’s global brand, but elevating the experiences industry as a whole.”
Credits:
Client: GetYourGuide
Creative Director, Global: Danna Blum
Head of Brand, US: Madison Pietrowski
Creative Lead, US: Emma Brooke
Art Director: Nader Shousha
Project Manager: Carol Lee
Agency: Quality Meats
Co-Founders & Co-Chief Creative Officers: Brian Siedband & Gordy Sang
Creative Directors: Matt Comer, Matt Bunnell, Matt Moore & Nicole Karalekas
Head of Production: Autumn Childress
Executive Producer: Kacey Hart
Managing Director: Amy Edwards
Head of Strategy: Paola Ortega
Group Account Director: Celeste Toffanello
Account Supervisor: Gustavo Feria
Business Affairs Director: Russ Nadler
Production Company: Partizan
Director: Floyd Russ
Director of Photography: Zack Spiger
Managing Director & Executive Producer: Lisa Tauscher
Line Producer: Kevin Comer
Editorial Company: The Den Editorial
Editors: Dan de Winter & Ben Entrup
Assistant Editors: Jesse Richard & Aaron Bencid
Post Producers: Gigi May & Brigitte Stanovick
Executive Producer: Jennifer Mersis
Post Production: Rare Medium
Colourist: Mikey Rossiter
VFX Company: The Den
Flame Artists: Gabe Sanchez & James Buongiorno
Licensed Music: Extreme Music, Mutiny Recordings & Marmoset
Original Composition: Human
Head of Sync and A&R: Kamela Anderson
Creative Director: Matthew O’Malley
Composer: Ed Dunne
Sound Design & Post One Thousand Birds
Sound Designer: Torin Geller
Producer: Guin Frehling
Executive Producer: Laura Dopp
Mixer: Torin Gelle
