Mid December saw Enterprise team up with former Manchester United and Arsenal icon Robin Van Persie and British comedian Lloyd Griffith to launch a new UEFA Europa League activation – ‘Europa Road Trip’.
The ambassador pairing rolled out the initiative with a launch spot which rolled out across the car rental brand’s digital and social platforms.
The campaign offers four pairs of fans from across Europe a chance to tour the continent and compete in head-to-head challenges in order to be in with chance to win a VIP experience at the UEFA Europa League Final in Gdansk on 27 May 2020.
“Football fans are realising more and more that the UEFA Europa League takes you to some of the most fascinating cities and countries in Europe,” commented Van Persie (who won the UEFA Europa League with Feyernood).
“It was an honour to lift the UEFA Europa League with Feyenoord and I’m excited to partner with Enterprise Rent-A-Car to offer fans the chance to travel across Europe and hopefully experience this season’s final in Gdansk.”
Comment:
It was back in February 2018 that UEFA announced Enterprise Rent-A-Car had penned a new three-year sponsorship deal to continue as an Official Partner of the UEFA Europa League.
The UEFA Europa League involves clubs from 55 countries across Europe and each season attracts a global cumulative TV audience of 980 million across all programming.
The objective behind the tie-up for the car rental brand is that, as the ‘world’s largest professional club football competition’, it gives Enterprise the opportunity to increase its global brand awareness, build consumer loyalty and engage with its markets across Europe.
This initiatives follows closely in the footsteps of last year’s similar ‘Legendary Journey’ activation fronted by Michael Ballack, Freddie Kanoute and Robert Pires (see case study).
Links:
Enterprise
https://www.youtube.com/user/enterpriseuk
https://twitter.com/UKEnterprise
https://www.facebook.com/EnterpriseUK/
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