Marriott Bonvoy and Visa joined forces for a new ad
campaign, “For Fans, Everywhere” that celebrates World Cup soccer fandom.
Anomaly is responsible for the
creative, which runs on social and digital.
The spot features Erling Haaland, a striker for Manchester City and Norway's national team, and Vinicius Júnior, a left winger
on Real Madrid and the Brazil national team. The creative notes how travel and soccer can unite fans and deliver unforgettable experiences.
“Our take on the World Cup, for two
iconic brands like Marriott Bonvoy and Visa, was to address an unspoken truth about fandom travel. It’s less about the country you've traveled to and more about bringing yours with you. A
suitcase full of red, white and blue, a heart beating fast for Argentina or legs ready to samba for Brazil. To bring that world to life, we partnered with director Hernan Corera, whose deep connection
to the game helped ensure every moment felt grounded in the emotional truth of being a fan,” according to Anomaly.
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Such popularity dovetails with the rise in sports tourism, which
accounts for 10% of global travel. Sports tourism is booming, now accounting for approximately 10% of global tourism spending and projected to reach $1.3 trillion by 2032, according to Expedia
research.
Peggy Roe, executive vice president and chief customer officer at Marriott International, told Business Traveler: “We’re creating entry points for new members
passionate about travel and football through experiences like our Marriott Bonvoy Moments’ one-point drops — tickets to coveted matches for only one point. We’re also rewarding our
millions of loyal members who love the game with once-in-a-lifetime experiences from exclusive match access to the Sleepover Suite sweepstakes.”