Finding Liverpool – Expedia 2024 | Clapboard Ad Archive

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Finding Liverpool - Expedia | Clapboard Ad Archive

Expedia’s 2024 Finding Liverpool campaign, developed with Anomaly, demonstrates a sophisticated understanding of how sports marketing can be harnessed by travel brands to activate emotional and experiential engagement at global scale, pairing the world’s passion for football with the tangible offerings of modern tourism. As the official travel partner of Liverpool FC, Expedia positions itself as the enabler of authentic and meaningful journeys by anchoring its message in a three-part film series fronted by key figures from both the men’s and women’s teams—including Virgil van Dijk, Trent Alexander-Arnold, Wataru Endō, Shanice van de Sanden, Missy Bo Kearns, and Fūka Nagano—whose personal stories and on-camera participation build a bridge between the iconic identity of Liverpool the club and the lived reality of Liverpool the city. The creative centers on a universal premise: that sporting allegiance transcends geography, culture, and language, manifesting a global family of fans whose belonging is brought to life and reinforced by real-world experiences in Liverpool itself. By threading the club’s multicultural legacy and its deep-rooted community spirit through bespoke content distributed across Expedia's paid and owned digital channels, partner platforms, and targeted out-of-home placements, the campaign operationalizes its partnership to both expand reach and drive measurable behavioral outcomes for travel. Its strategic partnership with Virgil van Dijk extends the resonance of the work, with van Dijk not only appearing in the core content but also authoring a curated Liverpool travel guide that injects a layer of personal credibility and relatability, further amplified via social and PR activations. The creative choice to deploy a roster of recurring Liverpool personalities as ongoing brand ambassadors is what Clapboard’s taxonomy identifies as FORMAT#8—Ongoing Characters or Celebrities, utilizing the fame and cultural capital of these players to underpin brand recall and cultivate an ongoing narrative voice across both episodic and always-on content. The campaign’s distribution strategy and layered storytelling invite fans to join the Liverpool family not only in spirit but in lived experience, with Expedia Live functioning as both content destination and conversion driver, elegantly merging the emotional currency of fandom with the practical infrastructure of travel commerce. The campaign earns 74/100 in Clapboard's global creative archive. This campaign signals a growing sophistication in how travel platforms leverage sports partnerships, demonstrating the value of celebrities as narrative anchors for sustained branded storytelling within a highly competitive category.

Credits

Client

Expedia

Agency

Anomaly

Category Mind Map

48%

Expedia’s “Finding Liverpool” campaign leverages its official partnership with Liverpool Football Club to position itself as the gateway to authentic travel experiences rooted in passion and community. By centering the campaign around a three-part film series featuring six Liverpool FC players from both the men’s and women’s teams, including key ambassador Virgil van Dijk, Expedia underscores the deep connection between the city of Liverpool, its multicultural identity, and its global fan base. The campaign’s core promise lies in offering travelers not just a destination but a shared cultural experience—inviting fans to join the "Liverpool family" and to immerse themselves in the meaningful atmosphere surrounding both the club and the city. Strategically, the campaign taps into the emotional loyalty and community spirit of Liverpool FC supporters worldwide, using star players as relatable narrators who humanize the travel experience. This narrative-driven approach, combined with exclusive content such as Virgil van Dijk’s curated travel guide, creates a highly personalized and aspirational appeal. The diverse representation of players and global fans broadens reach across demographics and geographies, enhancing relevance. Distribution through Expedia’s owned digital channels, paid media, partner platforms, and out-of-home activations ensures multi-platform engagement tailored to sports and travel enthusiasts. The integration of content like the “Finding Liverpool” series into Expedia Live reinforces the platform’s role as a hub for discovering travel offerings associated with one’s passions. Overall, the campaign merges sports fandom with leisure travel, encouraging fans to translate their emotional connection into real-world exploration, thereby deepening brand affinity and positioning Expedia as an enabler of culturally rich travel experiences.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers its creative device on the involvement of Liverpool FC’s globally recognized players—including Virgil van Dijk, Trent Alexander-Arnold, and other male and female team members—who serve as ongoing brand ambassadors throughout the three-part series and curated travel guide. The repeated use of these personalities across films, social assets, and collaborative content cements their association with Expedia, leveraging their fame and relatability to engage fans and embed brand recall. The narrative is framed as an exploration of Liverpool through the lens of beloved football icons and their communities, without relying on a classic story arc or overt problem/solution structure, best fitting the Ongoing Characters or Celebrities format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Booking.com – Market Positioning Booking.com leverages its extensive inventory of accommodations worldwide and user-friendly platform to appeal to a broad audience. It emphasizes convenience, competitive pricing, and flexible booking options, targeting both leisure and business travelers. Their strong global reach and strong partnerships with hotels help position them as a reliable, go-to platform for seamless travel planning. 2. Airbnb – Market Positioning Airbnb differentiates itself by offering unique, local, and authentic travel experiences through home-sharing and boutique stays. Emphasizing community connection, diversity of lodging types, and experiential travel, Airbnb appeals to travelers seeking personalized and culturally immersive stays beyond traditional hotels. 3. Trip.com – Market Positioning Trip.com focuses on providing comprehensive travel services, including flights, hotels, and transportation, with an emphasis on the Asian market. Its competitive pricing, multilingual customer service, and integrated booking experience make it a preferred platform for international and budget-conscious travelers. 4. Expedia Group (including Hotels.com, Vrbo) – Market Positioning Expedia positions itself as a comprehensive travel marketplace offering diversified inventory across flights, hotels, vacation rentals, and car rentals. It leverages data-driven personalization, loyalty programs, and strong brand partnerships (e.g., sports collaborations) to cater to various traveler profiles seeking convenience and choice in one platform. 5. Agoda – Market Positioning Agoda is known for focusing on competitive hotel rates across Asia-Pacific, with an emphasis on fast booking experiences and mobile app usability. It targets price-sensitive and tech-savvy travelers, especially in emerging markets, with localized content and extensive inventory in urban destinations.

Q: What is Finding Liverpool about? A: Finding Liverpool is a 2024 brand campaign from Expedia, developed in partnership with creative agency Anomaly and launched in the United Kingdom. The campaign centers on a three-part film series featuring six players from Liverpool FC’s men’s and women’s teams, including Virgil van Dijk, Trent Alexander-Arnold, Wataru Endō, Shanice van de Sanden, Missy Bo Kearns, and Fūka Nagano. Through these films, Expedia explores Liverpool’s global fan base and multicultural community, positioning the city as a unique travel destination. The campaign is amplified across digital, social, and out-of-home channels, with exclusive content such as a travel guide curated by Virgil van Dijk. Q: What creative device does Finding Liverpool use? A: According to Clapboard’s 12-format taxonomy, Finding Liverpool employs FORMAT#8 Ongoing Characters or Celebrities, leveraging recurring appearances by Liverpool FC’s globally recognized players as brand ambassadors throughout the campaign. This creative device uses the familiarity and relatability of football icons like Virgil van Dijk and Trent Alexander-Arnold to drive brand recall and deepen engagement. The narrative unfolds through the perspectives of these athletes and their communities, anchoring the campaign in authentic storytelling rather than a traditional problem/solution structure. Q: What is the campaign proposition for Finding Liverpool? A: The strategic proposition of Finding Liverpool positions Expedia as the gateway to authentic, passion-driven travel experiences by harnessing its official partnership with Liverpool Football Club. The campaign invites fans and travelers to immerse themselves in Liverpool’s vibrant culture and global community, framed through the lens of the club’s players and supporters. By offering exclusive content such as Virgil van Dijk’s curated travel guide and emphasizing the emotional connection between fans, the city, and the club, Expedia aims to inspire audiences to explore Liverpool and reinforces its role as an enabler of culturally rich travel. Q: How does Finding Liverpool rank in Clapboard's archive? A: Finding Liverpool holds a Clapboard Campaign Score of 74/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards. Q: Who are the competitors in Expedia's category? A: In the travel and leisure market, Expedia competes with Booking.com, which is known for its broad accommodation inventory and user-friendly platform targeting both leisure and business travelers; Airbnb, which emphasizes unique, local, and authentic stays for those seeking immersive experiences; Trip.com, which offers comprehensive travel services with a strong focus on the Asian market and budget-conscious travelers; and Agoda, which is recognized for competitive hotel rates and mobile-first usability, particularly in Asia-Pacific urban destinations. Each brand brings a distinct approach to travel planning and consumer engagement.