Etihad Airways, the national airline of the United Arab Emirates, briefed Stripe to reactivate its official partnership with, Manchester City Football Club.
The objective was to create highly engaging and shareable sports entertainment content using its access to some of the world’s best footballing male and female talent which would position the brand beyond traditional football fans, amplifying awareness and connecting with mainstream UK and global audiences.
The first creative execution focused on celebrating the growth of women’s grassroots football in the United Arab Emirates to coincide with International Women’s Day 2023.
Working closely City Football Schools based in Abu Dhabi, we surprised four deserving 9 – 12 year olds to the trip of a lifetime. Stars of Manchester City’s Women’s team including Chloe Kelly, Lauren Hemp, and Hayley Rosso, filmed a personal invitation to invite the girls to fly from Abu Dhabi to Manchester to meet the team, train like a pro and become match day mascots for a high-profile WSL fixture.
Heart-warming video content of the experience was published on International Women’s Day 2023 and optimised across Etihad Airways and MCFC social media channels, as part of an integrated PR and Social Media campaign to UK and to international territories.
PR resulted in 67 pieces of earned media coverage with more than 119million+ opportunities to see or hear. Whilst the video assets were viewed more than 851,000 times.