This summer, GetYourGuide is partnering with Sky Sports to kick off a campaign that drives awareness of the experiences industry. Created by Initiative in collaboration with Sky Media, the campaign names GetYourGuide as the Official Travel Experience Partner of Sky Sports, helping viewers discover an way to discover and book experiences inspired by the thrill of sports.The partnership seeks to drive brand awareness and maximise emotional resonance through contextual alignment with some of the season’s biggest sporting events. Running until September 7th, the campaign is built around Sky Sports’ Summer of Sport. As fans follow the highs and lows of the summer’s top sports moments, GetYourGuide invites them to imagine their own journeys, turning memorable matches into special experiences that can be made both abroad and domestically.A 20-second ‘hero’ TV commercial will run throughout the campaign, supported by five 10-second ‘contextual’ TV ads and digital takeovers. The contextual creative will sync to specific sporting events and locations spanning Paris, Barcelona, London, Budapest, and New York. These location relevant creatives will appear around premium content including the Spanish & Hungarian Grands Prix, England vs West Indies & India at Lords, and the US Open in New York. 4-Each contextual ad taps into the emotion of the sporting moment it surrounds, encouraging viewers to dream a little bigger about where their passions can take them next. The campaign will be deployed across TV, VoD and online video.Karin Seymour, Director of Client and Marketing at Sky Media, commented: “Live sport has always taken me on journeys – both emotionally and physically. You’re a sports fan 24/7, not just for the match, GetYourGuide is tapping into a community that lives and breathes sport, not just during the game but every day. As Travel Experience Partner to Sky Sports, they’ll be front and centre across every screen, connecting with viewers at their most engaged and most inspired.”Jean-Gabriel Duveau, VP of Brand and Partnerships at GetYourGuide, said: “At GetYourGuide, we see a cultural and commercial shift. Not only are people prioritising spending on experiences, but they’re choosing experiences aligned with their passions. According to GetYourGuide data, 44 per cent of travellers travel for their passions, like sports. We’re pleased to work with Sky Sports to reach engaged consumers as they plan for their trips during the summer and beyond.”Guy Swadling, Group Director at Initiative, added: “Sport is the most powerful platform for storytelling and emotional connection, and this partnership brings together two brands that celebrate passion, performance, and unforgettable moments. It’s a natural synergy that enables GetYourGuide to continue their growth journey here in the UK.”
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