The Digital Series Kicks Off with Justin Jefferson and His Family in Rome; and Kyle Kuzma and Girlfriend Winnie Harlow Exploring France to Showcase Power of Passion-Led Travel
GetYourGuide, a leading global online marketplace for unforgettable travel experiences, is launching a new campaign series called “Offseason by GetYourGuide,” that brings to life the unforgettable nature of travel experiences through the lens of high-profile athletes. The series showcases how they spend their downtime when they step out of the spotlight, how they make the most out of vacations, and how GetYourGuide can easily connect people to experiences worth traveling for.
Created in partnership with creative agency Quality Meats, the series kicks off 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 award-winning documentarian Floyd Russ, known for his numerous athletic-focused Netflix documentaries including “Malice At the Palace” and “American Manhunt.”
The campaign weaves together an emotional, tag-a-long adventure with candid and personal moments from the athlete partners – who are also GetYourGuide investors through Patricof Co – giving audiences a front-row seat to their fan favorites, experiencing new things as they travel, and making memories throughout the entire experience.
“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 flavors, 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,” said Partizan Director Floyd Russ.
The goal of the campaign is to build brand awareness among target consumers in the US, namely “Explorers.” These highly coveted consumers are 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/streaming platforms in addition to social, digital, and PR activations. The campaign is part of GetYourGuide’s current overall brand marketing push, which also includes brand-building campaigns online and offline in the U.S., U.K., 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,” said 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,” Pietrowski added.
