Quality Meats, GetYourGuide Launch Campaign with Kyle Kuzma

Online travel marketplace GetYourGuide just launched a new campaign starring renowned athletes Kyle Kuzma and Justin Jefferson.

Made together with agency Quality Meats, "Offseason by GetYourGuide" is a short video series displaying the lives of each high-profile athlete as they go on vacations during the offseason. It aims to build awareness among its consumers in the U.S., especially the "Explorers." 

Based on research GetYourGuide has conducted, this demographic is almost twice as likely to book their travels online, with four or more trips planned throughout the year. This is why the company found the perfect opportunity to highlight the perks of its services through the eyes and experiences of renowned personalities. 

GetYourGuide Brand Director Madison Peitrowski explained the idea behind the campaign, focusing on defining "travel experiences" as a new category for consumers, and showing them the "transformative power of making memories."

Directed by Floyd Russ of Partizan, each film shows how these athletes spend their downtime when they're not on the court or in the field, giving viewers an idea of how to make the most out of their trips with GetYourGuide.

"We wanted to showcase the unique experiences GetYourGuide has to offer but through the lens of famous athletes that we're used to seeing in a certain light. When you take them out of that context, and see them out of their comfort zones like we all are when we travel, that’s where things get interesting," Quality Meats CCO Brian Siedband noted.

Russ shared his joy working on the campaign "with such great talents in unique locations, capturing the experiences, the flavors, and the local energy... There are no performances in this spot — everything was shot exactly as it unfolded."

The latest initiative comes as part of GetYourGuide’s ongoing brand marketing push, including online and offline brand-building campaigns in the U.S. and Europe.

Travel with Kuzma, Harlow, and Jefferson

First in the series is the NFL Star Justin Jefferson's intimate trip to Rome. He kicks off the video by emphasizing the importance of exploring, getting out to expand your horizons, and experiencing different things during the offseason.

Then, he takes a vintage car guided tour of Rome, snapping pics of various tourist sights, including the Papal Palace of Castel Gandolfo. The Minnesota Vikings player also takes his mom out on a food trip and a pasta-making class. 

"To give her this experience to travel the world, it's a dream and a blessing that I can do that for my mom," he shares. Throughout their trip, they also visit a rooftop opera show, as well as experience a private tour at the Vatican Museums — made possible by GetYourGuide.

"This trip, definitely unforgettable," he says, closing the spot. 

Meanwhile, Washington Wizards' Kyle Kuzma and his girlfriend Winnie Harlow go about off-season in France. Here, they attend the Saint-Paul de Vence walking tour, a private petanque class, and join a wine-tasting experience. 

"Growing up in Flint, Michigan, I didn't get to travel that much. I think that's why I travel so much now," the power forward shares. By traveling, Kuzma gets different perspectives on life, which he deems to be super important. 

The couple ends the short film picking grapes from the vineyard used for France's wines, as Kuzma tells viewers to remember to have fun.

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