Expedia’s Travel Like a Champion project turns proud soccer fans into destination fans and increases social engagement by 623%.

What: Brand Content, Social, Design, PR | My role: Creative Direction, Ideation

The UEFA Champions League, one of the world’s most prestigious soccer tournaments, brings together 32 elite European teams and captivates over 180 million fans worldwide. As the official travel partner, Expedia used this global stage to connect soccer enthusiasts with Europe’s most breathtaking destinations.

We created 11 bespoke soccer kits inspired by iconic regions like the Aegean Islands and Costa del Sol, showcasing their vibrant colors, architecture, and landscapes. The project featured a dedicated website with the jerseys, destination guides, and travel tips, amplified by a dynamic social media push, influencer collaborations, and press kits containing exclusive jerseys and a book detailing the project’s story.