Expedia® unveils its latest 360 campaign, ‘Finding Liverpool’, aiming to capture the essence of Liverpool through the lens of its beloved football club, Liverpool FC. The campaign, anchored by a three-part film series, spotlights the city’s vibrant culture, diverse communities, and the unique experiences it offers to visitors.
In partnership with Liverpool FC, Expedia brings together six players from both the men’s and women’s teams, including star names like Virgil van Dijk and Trent Alexander-Arnold, to narrate their personal stories and connections with the city. Through their eyes, viewers get a glimpse into the soul of Liverpool, exploring its rich history, iconic landmarks, and the warmth of its people.
The campaign’s narrative unfolds across three captivating films, set to premiere sequentially in March and April, followed by a special edition featuring Liverpool FC manager Jürgen Klopp in May. Each installment paints a vivid picture of Liverpool’s allure, showcasing its global appeal and the strong bonds formed within the Liverpool family.
Expedia’s collaboration with Liverpool FC extends beyond the film series, with digital content curated to inspire travel enthusiasts to embark on their own Liverpool adventure. From insider tips on must-visit attractions to hidden gems recommended by the players themselves, Expedia Live serves as a gateway for fans to immerse themselves in the Liverpool experience.
At the heart of the campaign lies a strategic partnership with club captain Virgil van Dijk, marking his debut as an individual ambassador for Expedia. Alongside his on-screen appearances, Virgil will curate an exclusive Liverpool travel guide, sharing his personal recommendations and insights into the city’s top attractions. The guide, endorsed by Virgil and his teammates, aims to ignite wanderlust and encourage travelers to explore Liverpool’s treasures.
Looking ahead, Expedia envisions further collaborations with Virgil van Dijk, leveraging his influence to drive engagement across various brand touchpoints. From advertising campaigns to editorial content and brand activations, Virgil’s partnership with Expedia aims to elevate Liverpool as a sought-after travel destination while fostering a sense of wanderlust among football fans and travelers alike.
Virgil van Dijk expresses his enthusiasm for the collaboration, underscoring his passion for travel and his desire to inspire others to discover new horizons. Michele Rousseau, senior vice president of global brands at Expedia Group, echoes his sentiments, emphasizing the strategic importance of partnering with Virgil to showcase Liverpool’s allure on a global stage.
With its immersive storytelling and star-studded lineup, Expedia’s ‘Finding Liverpool’ campaign sets the stage for a captivating journey into the heart of one of England’s most iconic cities. Through the lens of Liverpool FC’s players, viewers are invited to uncover the magic of Liverpool, forging unforgettable memories and experiences along the way.
