Expedia, Liverpool Football Club’s (LFC) official travel partner, rolled out a new three-part content series called ‘Finding Liverpool’ which takes a close-up, personal look at the club’s global family and its impact across the world.
Working with creative agency Anomaly London and production company Somesuch, Expedia’s video series – the first episode of which dropped on 6 March – rolled out across the brand and the club’s social channels through the month.
Episode One, titled ‘Scousers in Shibuya’, explores scale of the club’s global fandom – with a focus on Japan and the city of Shibuya: a commercial and finance district in the wider Tokyo metropolis. The episode features supporters who live in the city and who themselves have met people from all over the world who travel to support the club: as one local Shibuya fan states in the spot: “No matter where you’re from, we’re all one.”
The narrative arc sees supper fan Moby travel from Tokyo to Liverpool to watch his team (as ‘nothing beats being there’), while current club stars Virgil van Dijk, Trent Alexander-Arnold, Wataru Endo, Fuka Nagano and Missy Bo Kearns discuss the impact that LFC’s international fans have on the team.
“It’s a special club and if you are part of it, you feel it all around the world.”
Liverpool FC Captain Virgil van Dijk
“It transcends the city. It’s bigger than the city and even the country. It’s worldwide.”
Liverpool Defender/Midfielder Trent Alexander-Arnold
The second spot is scheduled to be released later in March.
The trio of videos are helmed by Director Dan Emmerson through Somesuch and all travel around the planet explaining how fans and players fell in love with the team from a port city in the northwest of England.
The films are typical of British Director Dan Emmerson’s style. He is known for mixing formats: blending a pioneering use of archive footage to mine inspiration from history – with much of his work exploring youth subculture and British culture. He has previously helmed work for Loewe, Burberry, Children in Need, H&M and Oakley, as well as music videos for Dizzee Rascal, Burna Boy x Lily Allen and Clipz x Ms. Dynamite.
Through its partnership, a key strand of Expedia’s activation strategy has been to work with the club to make travel easier for fans to support the team both home and away. Thus, the series’ content sees to drive viewers and supporters online to an Expedia/Liverpool web hub where fans can not only learn more about the film series, but also sign-up to unlock ‘member’ prices, earn reward points towards future trips and win prizes, plus find deals for travel and accommodation at upcoming games
This campaign follows previous Expedia Liverpool activations which have included ‘With You All the Way’, as well as its other partnership led work in the football space such as its Eric Cantona fronted UEFA Champions league activations ‘Do Not Disturb’ and ‘Be Cultured’.