Uefa is shaking things up with its Euro 2016 trophy tour which will take a new approach to the traditional pre-tournament trophy promotions.
London-based creative agency Space have drawn up the campaign for the Euro 2016 Trophy Tour which will take place on a train that will visit 25 cities in host country, France.
The train will consist of four carriages with each one offering fans a different interactive experience. The trophy will be held in the first carriage which has been created to resemble the Stade de France where the final is being held. Imagery, grass, sounds and smells will all be used to generate aspects of the atmosphere expected in the Paris stadium on 10 July.
The second carriage will tell the history of the tournament and will hold an array of Euro 2016 merchandise while the third will have a recording booth that will give fans the chance to be in the official tournament song which being created by renowned DJ David Guetta.
In the final carriage fans will have the opportunity to meet the Euro 2016 mascot and have photos taken. A host of local personalities, Uefa representatives and regional sporting ambassadors will also be aboard the train which will spend three days in each of the host cities.
Speaking to The Drum, Space’s managing partner and founder David Atkinson said: "If you look at the other tours for World Cups or Olympic games they travel great distance so the benefit of using a train for the trophy tour means we can quickly get straight into the heart of the cities and make it easier for fans be involved in the experience."
Atkinson added that as well as serving as a great place to house the trophy the train also "portrays the sense of journey and perspective for it."
Uefa Is using its partnership with national French train operator SNCF for the tour which will use one of SNCF’s trains.