• by Fern Siegel , July 10, 2024

Vikings football wide receiver Justin Jefferson and Washington Wizards basketball player Kyle Kuzma are featured.

Creative agency Quality Meats produced two spots: “The Jeffersons Take Rome,”  which includes a guided tour of the city, rooftop opera show and private tour of the Vatican Museum, and “Kyle & Winnie’s Riviera Rendezvous,” where the duo visit France, enjoying stunning views of Villefranche-sur-Mer and Saint Jean Cap Ferrat, play petanque at Café de la Place, and take a Provencal wine tour.

The athlete's partners, GetYourGuide investors via Patricof Co. — share their travel memories. 

“We wanted to showcase the unique experiences GetYourGuide has to offer but through the lens of famous athletes,” said Brian Siedband, co-founder/co-CCO from Quality Meats. “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.”

The brand's goal is to build brand awareness among target consumers in the U.S., called "explorers.” These enthusiasts want to engage with the places they visit and the people they meet. According to GetYourGuide research, explorers are almost twice as likely to book travel experiences online and have four or more trips planned for 2024.

The campaign will run on CTV/streaming platforms, in addition to social, digital and PR activations. Brand-building campaigns online and offline run in the U.S., U.K., France and Germany.

Documentarian Floyd Russ, known for his numerous athletic-focused Netflix docs, including “Malice At the Palace” and “American Manhunt,” directed the spots.