Activates UEFA Euro 2022 Tie-Up Via ‘Pitch View Penthouse’ & ‘It All Starts With A Booking’ Campaign With Millie Bright & Linda Dallmann

booking com pitch view penthouse 1 listed a fantastic ‘Pitch View Penthouse’ for the Wembley Final to activate its UEFA Women’s Euro 2022 partnership and spearhead its activation which also includes an ‘It All Starts With A Booking’ spot-led strand starring player ambassadors Millie Bright and Linda Dallmann.


As the Official Accommodation Booking Partner of the UEFA Women’s Euro 2022, promoted its one-off football-themed in-stadium penthouse complete with ‘best view’ seats to the game – bookable as a one-night-only sleepover experience for the 31 July Final – across its own online platforms and via PR.




Launched nine days ahead of the start of the tournament, which runs from 6 July to 31 July, a set of striking computer-generated 3D images of the Pitch View Penthouse looks to give both committed football fans and potential new supporters a taste of its unique in-stadium apartment.


The Penthouse was made available on its web platform for online viewing and booking, at a reservation fee of just £20.22 from 6 July – the same day England kicked off the tournament with a win against Austria in the opening match.


The brand-backed overnight football experience kicks off with a chauffeured drive to Wembley Stadium where the lucky guests will be met by ambassador and former England player Karen Carney and taken on a behind-the-scenes stadium tour.


As one enters the penthouse, the lucky guests will be greeted by the sound of cheering crowds to emulate the feeling the players get when they walk out onto the pitch and then the branded space then opens up into an eye-catching pitch-themed bedroom and living area with its own private balcony and the best seats in the house giving guests a stunning vantage point to watch the final.


And, on the morning after the Final, guests enjoy an exclusive pitch-side breakfast.


The initiative invites viewers and fans to find out more information on’s Pitch View Penthouse here.


Simultaneously, on 5 July, the company also rolled out a UEFA Euro 2022 strand of its umbrella ‘It All Starts With A Booking’ marketing platform fronted by player ambassadors Millie Bright (England) and Linda Dallmann (Germany).




“We’re so excited to be listing this incredible ultimate football stay experience for the Uefa Women’s Euro 2022 Final. Creating these memorable moments and first-time experiences is so important to us at,” said SVP and Chief Marketing Officer Arjan Dijk. “The Pitch View Penthouse at Wembley will be the perfect place for guests to enjoy a special night, at what is set to be a fantastic football tournament. We believe travel enriches people’s lives, especially live sports events, which inspire more people to experience the world around them, and I’m sure UEFA Women’s Euro 2022 will provide many unforgettable moments for football fans in Europe and around the world.”



Comment‘s Euro 2002 activation is a key pillar of the travel brand’s global strategic UEFA partnership and the tactic behind this initiative was to bring to life the fact that creates and curates unforgettable travel experiences at more than 6.4 million instantly bookable reported listings in vacation homes, apartments and other unique places to stay in over 900 cites as well as a range of transportation options including flights, car rentals and taxis.


It was back on 19 October 2017 that UEFA announced a four-year global deal with to sponsor all UEFA national team football competitions from 2018 to 2022: a tie-up that spans 10 competitions and more than 500 matches over the four years.


At the time of the deal signing announcement, CMO Pepijn Rijvers commented: “Nothing beats the adrenaline and excitement of watching your national team play live, whether you’re cheering them on in person in the stadium, or gathering together with your friends and family at home. We’re thrilled to be working together with UEFA for the next four years, as the partnership celebrates two things that we and our customers absolutely love– that’s football and travel. Together, we can inspire more people to take a trip to see their favourite team play and enjoy one of those once-in-a-lifetime experiences for themselves.”




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