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Eurovision Song Contest Creative Brand Strategy

Eurovision is coming home with Booking.com and Sophie Ellis-Bextor

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By Ellen Ormesher, Senior Reporter

April 19, 2023 | 3 min read

The song contest’s official partner is offering fans a once-in-a-lifetime opportunity to watch the final in style.

Eurovision

Booking.com is Eurovision’s official travel partner / Booking.com

To celebrate Eurovision taking place in the UK this year, Booking.com will mark the final in style by offering fans a bespoke opportunity to watch the final in the company of Murder on the Dancefloor singer Sophie Ellis-Bextor alongside a night’s stay in a luxury apartment in Liverpool.

The offer follows research that reveals that 87% of fans across the country are planning on watching the show, with one in five (17%) planning on attending or hosting their own home screening of the Eurovision Song Contest with friends or family.

In the past, brands have been shy about entering the technicolor world of Eurovision. As The Drum’s Eurovision correspondent Jerry Daykin tells us, “Eurovision is bigger than the Super Bowl or Beyoncé [but] many marketers have still been cautious about dipping their toes in.”

By promising a 12-point experience that won’t disappoint, Booking.com hopes to bring to life the best of culture, music, and entertainment from the world’s biggest live music event and all that the Eurovision Song Contest is famed for – inspiring people to travel and experience the world.

Ryan Pearson, from Booking.com, says: “At Booking.com, it’s important for us to make it easier for everyone to experience the world – whether that’s inspiring ideas for new adventures, tapping into travelers’ curiosity or showcasing the incredible diversity that exists in the world. We are absolutely delighted to be supporting the Eurovision Song Contest 2023 as their official travel partner again. ”

Eurovision Song Contest Creative Brand Strategy

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