Expedia Quarterbacks NFL Campaign


Online travel site, which last November signed a multiyear deal to become the official travel sponsor of the NFL, this season will break its first multimedia effort to support the alliance.

The push, to coincide with the start of the 2008 NFL campaign, will include TV spots, Internet and possibly print featuring Matt Hasselbeck, veteran quarterback with the Seattle Seahawks, and Washington Redskins' quarterback Jason Campbell. In TV ads, the players will talk about how is the best destination to get exclusive deals on airline tickets and hotel reservations for NFL fans seeking to watch their home teams during road trips, as well as for travel accommodations regarding such premiere NFL events as Super Bowl XLIII, which takes place Feb. 1, 2009, in Tampa, Fla., and the 2009 NFL Pro Bowl in Hawaii.

Expedia's NFL alliance includes a dedicated Web site, Online support for the new effort includes 32 destination guides, one for each NFL team, where Hasselbeck and Campbell offer their "best picks" among hotels, restaurants and other venues in each city.

Hasselbeck, who has been in the league since 1998, is represented by Athletes First, Irvine, Calif. Campbell's agent is Joel Segal at Blue Entertainment Sports Television, a division of Blue Equity, Louisville, Ky.

"Jason [just filmed] a commercial for Geico and has a Nike deal, but the Expedia [campaign] will be a big breakout for him on a national level," said Segal of the four-year pro.

Spend was not disclosed. Bellevue, Wash.-based Expedia spent $89 million on U.S. media (not including online) in 2007 and $32 million January-May 2008, per Nielsen Monitor-Plus. Expedia's lead agency is Doner, Southfield, Mich.

Expedia last season ran an NFL-themed sweepstakes that included travel packages to Super Bowl XLII in Arizona and the 2008 NFL Pro Bowl.