GetYourGuide, a leading global online marketplace for unforgettable travel experiences, is launching a new campaign series called Offseason by GetYourGuide.
This series showcases the unforgettable nature of travel experiences through the lens of high-profile athletes, highlighting how they spend their downtime, maximize their vacations, and how GetYourGuide connects 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, featuring Vikings football wide receiver Justin Jefferson and his family exploring Rome, and Kyle & Winnie’s Riviera Rendezvous, where Washington Wizards basketball player Kyle Kuzma travels in France with his girlfriend, model Winnie Harlow.
The films are directed by award-winning documentarian Floyd Russ, known for his athletic-focused Netflix documentaries.
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 campaign weaves together an emotional, tag-a-long adventure with candid and personal moments from the athlete partners, giving audiences a front-row seat to their fan favorites, experiencing new things as they travel and making memories throughout the entire experience.
In The Jeffersons Take Rome, Justin and his family explore a vintage car guided tour, have dinner at a local’s home, take in a rooftop opera show, and go on a private tour of the Vatican Museum. Watch below:
In Kyle & Winnie’s Riviera Rendezvous, the couple takes in panoramic views of Villefranche-sur-Mer and Saint Jean Cap Ferrat, plays Petanque at Café de la Place, and enjoys a Provencal wine tour on the French Riviera.
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“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 films will be accompanied by 30 and 15-second versions, also featuring the athletes, highlighting the GetYourGuide app and the 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.
This 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 Pietrowski, 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.
CREDITS:
BRAND: GetYourGuide Client
- Creative Director, Global: Danna Blum
- Head of Brand, US: Madison Pietrowski
- Creative Lead, US: Emma Brooke
- Art Director: Nader Shousha
- Project Manager: Carol Lee
AGENCY: Quality Meats
- Co-Founders & Co-Chief Creative Officers: Brian Siedband & Gordy Sang
- Creative Director: Matt Comer
- Creative Director: Matt Bunnell
- Creative Director: Matt Moore
- Creative Director: Nicole Karalekas
- Head of Production: Autumn Childress
- Executive Producer: Kacey Hart
- Managing Director: Amy Edwards
- Head of Strategy: Paola Ortega
- Group Account Director: Celeste Toffanello
- Account Supervisor: Gustavo Feria
- Business Affairs Director: Russ Nadler
PRODUCTION COMPANY: Partizan, Los Angeles CA
- Director: Floyd Russ
- Director of Photography: Zack Spiger
- Managing Director/Executive Producer: Lisa Tauscher
- Line Producer: Kevin Comer
EDIT: The Den Editorial, Santa Monica CA
- Editor: Dan de Winter
- Editor: Ben Entrup
- Assistant Editor: Jesse Richard
- Assistant Editor: Aaron Bencid
- Post Producer: Gigi May
- Post Producer: Brigitte Stanovick
- Executive Producer: Jennifer Mersis
Post Facility: Rare Medium, NY
- Colorist: Mikey Rossiter
Visual effects Company: The Den, Santa Monica CA
- Flame Artist: Gabe Sanchez (Rome)
- Flame Artist: James Buongiorno (Rome)
Music/Composer(s):
- Licensed Music: Extreme Music, Mutiny Recordings (Rome)
- Licensed Music: Marmoset (France)
- Original Composition: Human (France)
- Head of Sync and A&R: Kamela Anderson
- Creative Director: Matthew O’Malley
- Composer: Ed Dunne
Sound Designer: One Thousand Birds, Los Angeles CA
- Sound designer(s): Torin Geller
- Producer: Guin Frehling
- Executive Producer: Laura Dopp
Audio Post Company: One Thousand Birds, Los Angeles CA
- Mixer: Torin Geller
- Producer: Guin Frehling
- Executive Producer: Laura Dopp
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