Expedia® Live cements UEFA Champions League football as a cultural destination, with new phase of ‘Destination Football’ campaign

Expedia® Live creates immersive, pop-up experience for fans in Trafalgar Square

28 MAY, 2024, LONDON – Expedia® Live has launched a multichannel brand campaign for this year’s UEFA Champions League Final, aligned to its season-long creative platform ‘Destination Football’ – elevating UEFA Champions League football to a cultural destination.

Expedia® Live, a travel hub to help fans travel to matches, is the Official Supplier of the UEFA Champions League, and the campaign encourages fans to travel the beautiful game, as nothing beats being there. It celebrates the journeys fans have made this season, and spotlights the London destination experience, as the home of the Final taking place on June 1 at Wembley Stadium.

The campaign comprises out-of-home activations, a striking Champions Festival pop-up and installation in Trafalgar Square, branded editorial guides, organic and paid social, a PR campaign and consumer giveaways, to create excitement in the capital in the run-up to the Final.

Michele Rousseau from Expedia said: “Nothing beats being there to experience matchday in the city and a UEFA Champions League Final is the ultimate matchday of the season. While most fans dream of soaking up the atmosphere of the Final, we know that very few have the opportunity to experience it in person. Our campaign seeks to give fans at home a real taste of being there while also celebrating the fans on the ground in London, who have made it this far in the journey.”

UEFA Champions Festival Activation

From May 30 until June 2, Expedia® Live will host an immersive pop-up for fans at the UEFA Champions Festival in Trafalgar Square. The space is designed to recreate the moment fans arrive at the UEFA Champions League Final, with bright yellow stadium seats, perfect for group team photos. The interactive installation also comprises a rooftop studio and viewing platform, so fans can soak up the buzzing atmosphere in Trafalgar Square.

Expedia® Live has also partnered with London-based artist and football lover, Kelly Anna, to create a bespoke tunnel artwork for the space, inspired by the theme of ‘Travel the Beautiful Game’. The piece captures several destinations that the UEFA Champions League has passed through in the 2023/24 season, with the artwork also having been replicated on a limited-edition football jersey for fans to win.

Former footballer and London local, Joe Cole, will make an appearance at the fan zone, after partnering with Expedia® Live to release his top travel recommendations for London. Cole, alongside Daniel Sturridge and other UEFA Champions League legends will be visiting the space during the weekend to meet fans.

Fan Giveaways

Expedia has been making fans’ destination football dreams a reality, with a host of giveaways in the run up the Final. Unmissable ticket competitions ran across Expedia Live earlier this month, and now fans will have the chance to win one of Kelly Anna’s limited-edition jerseys. A competition will be hosted on Expedia Live until June 3, with football legends, influencers and media partners all promoting the competition across their channels.


Out-of-home adverts, including billboards and roadside digital sheets, will be running in key locations across the city in the run-up to the Final, with spots in Leicester Square, London Heathrow airport, Box Park Wembley, and across the London Underground network.

Editorial Guides

While many fans will undoubtedly be travelling for the football, to help them get the most out of their trip and deepen their connection to football culture in London, curated, shoppable editorial guides have also be published on the Expedia® Live website.

PR and Social Media

Expedia has also launched it’s ‘Travel the Beautiful Game’ report through PR, spotlighting the most popular UEFA Champions League journeys made this season and revealing the most dedicated fans and top matchday cities. The report also features a London city guide, and travel advice from London football legend Joe Cole. London as a destination is a focus for Expedia’s social media outreach around the Final, with eight influencers from the UK, US and Mexico creating buzz around the matchday in London.