With the eyes of the world on France for the UEFA Euro 2016 soccer championships, we sensed an opportunity. Through a spectacular brand experience, we would marry the energy of the tournament with Paris’ reputation as a dream vacation destination, grabbing attention away from the beautiful game when it mattered most.
We designed and built a HomeAway apartment in the Eiffel Tower. Through a global competition, 4 families made history as the first people to sleep in the historic monument. Then, over the course of the championships, we kept the story in the headlines, hosting over 9000 people in the apartment to watch Euro 16 matches, practice yoga, create art and even get married.
The results were outstanding, delivering 2.5 billion media impressions, a 77% increase in new site visitors and a 58% uptick in property listings on Home Away.