merit
As the NFL prepared to host five regular-season games in London and Frankfurt, we saw an opportunity to showcase more than just America’s version of football. We used this cultural moment to introduce British and German audiences to the incredible U.S. cities these NFL teams call home. By leveraging the excitement of the NFL abroad, we turned fans' passion for the sport into an interest in exploring the vibrant destinations behind the teams.
Position the U.S. as a must-visit destination for international travelers by tapping into the NFL’s global appeal and leveraging the excitement for the games in London and Frankfurt to promote travel to American cities.
Embracing a sports-inspired messaging strategy, daring London and Frankfurt NFL fans to support their favorite teams, but twisting the traditional cheers to spark the desire to travel. "Go TO Miami" or "Go TO Atlanta" became the driving message behind an integrated campaign that featured billboards, digital placements, and TV spots highlighting U.S. destinations, narrated by an NFL-style broadcaster with play-by-play excitement.
Official Bar of the “Other Football"
We transformed two traditional soccer bars— Frankfurt and London—into immersive travel hubs featuring photo booths, destination jerseys, American marching bands, and menus with dishes from NFL cities.
Tastes of the States
We crafted a limited-edition beer pack inspired by U.S. cities, with each beer capturing the essence of its destination. Labels offered travel tips on what to see, do, and eat.
The campaign inspired people to become fans of NFL cities, resulting in a 23-point increase in the desire to visit the USA.
