2024 Hospitality Experience: UEFA Euro 2024
How our strategic hospitality marketing approach delivered leads, sales and record revenues for the 2024 UEFA European Championships (UEFA EURO 2024).
2024 Hospitality Experience: UEFA Euro 2024
How our strategic hospitality marketing approach delivered leads, sales and record revenues for the 2024 UEFA European Championships (UEFA EURO 2024).
For the first time, UEFA appointed a single company to manage both the commercialisation and delivery of its Official Hospitality packages for UEFA EURO 2024. 2024 Hospitality Experience was selected to create, promote, sell, and deliver unique ticket-inclusive hospitality packages for the tournament.
To enhance the effectiveness of these hospitality offerings, 2024 Hospitality Experience teamed up with WePlay as their media strategy and creative partner. The focus was on increasing lead generation and driving direct sales for the various hospitality packages, targeting both B2B and B2C audiences.
WePlay collaborated closely to develop a paid media strategy aimed at engaging the primary audience in Germany and a secondary audience across Europe. This strategic approach ensured comprehensive and impactful promotion of the hospitality packages.
Given both the B2B and D2C commercial objectives, we conducted in-depth research on LinkedIn to understand how specific job roles, industries, and locations engage online. This research helped us generate leads among an exclusive audience likely to be interested in elite ticketing.
To complement this, we employed targeted paid social and search strategies to identify and engage the secondary audience. Our goal was to highlight and reinforce the exclusivity and high value of the hospitality packages.
To ensure the effectiveness of this strategy, we meticulously timed and personalised our creative messaging and touchpoints for each target individual. Our approach utilised programmatic display ads with contextual targeting, presenting tailored team or location-specific packages based on user profiles and their geographic locations. This method greatly enhanced optimisation and significantly boosted conversion rates.
Our multifaceted approach led to a substantial increase in high-quality leads for sales teams across Europe. By leveraging our diverse strategies, we attracted many engaged prospects who were highly relevant to the exclusive hospitality packages.
In addition to generating valuable leads, our innovative direct sales strategy—pioneering in the industry—proved exceptionally effective. This targeted approach not only enhanced the efficiency of our sales process but also drove significant revenue growth. The combination of precise lead generation and strategic direct sales initiatives demonstrated a powerful impact, setting new benchmarks for success in the industry.
320%
Return on advertising spend (ROAS)
100,000
delighted guests in the Hospitality Areas
Highest
revenue ever achieved for a Hospitality Programme at a UEFA European Championships event
