Brand USA and its agency Spark are using the growing popularity of American Football in Europe as the springboard for a new campaign to tantalize sports fans there to visit the states for more sports action and to more generally sample culture in the U.S.
This season the NFL is playing five regular-season games in London and Frankfurt, all of which are sold out. The campaign highlights the enthusiasm of fans in those markets and their fascination with American sports culture.
Ads in the campaign include a series of outdoor billboards and digital banners that showcase, not only the NFL teams playing, but also the US cities each calls home. The messaging challenges London and Frankfurt residents to book travel to experience even more American culture, firsthand.
There’s an experiential event today (Oct. 1) at a popular London bar which is throwing on a new look, donning the noisy vibes of a classic American sports bar and showcasing the NFL teams playing in London, including the Buffalo Bills, Tennessee Titans, Jacksonville Jaguars, Kansas City Chiefs, New England Patriots, Atlanta Falcons, Baltimore Ravens, Miami Dolphins, and the Indianapolis Colts.
On display will be authentic NFL jerseys, football-themed bar games, and a fan photo booth along with a spread of American food and drinks designed to evoke various destinations in the U.S.