UEFA Womens Euro - Best Entertainment, Leisure & Travel Campaign Winner - Matta - The Independent Agency Awards 2023

Campaign Summary:

In 2020 UEFA’s goal was to make the Women’s EURO a record-breaking tournament. Cue a global pandemic – it’s postponed.

A new tournament brand was launched with the same goal – to make an impact. Women’s football wasn’t to be marketed as something different that needed sympathetic support. It was to be a world-class tournament. Sharing the drama, excitement and spellbinding potential of women’s football through an event that would grip a football-hungry nation.

Messaging needed to be positive and boldly confident. The creative campaign, ‘It’s Show Time’ made a promise to current fans and intrigued prospective fans, waiting in the wings to be won over.

A ballot was used for the first time, after BBC1’s live draw, creating a sense of urgency. A record 575,000 tickets were sold – more than double any previous Women’s EURO tournament, with the Final attended by more people than any EUROs Final in history, men or women!