In a cheeky marketing stunt, travel brand WeRoad has extended invitations to Jack Grealish and James Maddison to join its globetrotting “squad” after the two English stars were left off the national team’s roster for the European Championship.
The campaign, devised by agency DUDE London and WeRoad’s in-house marketing team, saw mobile billboards driving around Grealish’s Manchester City’s Etihad Stadium and Maddison’s Tottenham Hotspur Stadium in London last Friday. The billboards cheekily invited the pair to become part of the “WeRoad squad” where they can “travel the world, meet some new friends and, of course, party.”
The stunt played off speculation that Grealish and Maddison’s well-known fondness for holidaying in Ibiza together may have contributed to England manager Gareth Southgate’s surprise decision to omit them from his Euro squad.
“With the eyes of the world preparing to tune into the start of the Euros, we saw an incredible opportunity to capture the public’s attention by linking WeRoad to the fact that Jack Grealish and James Maddison were left out of the England squad with a bold and memorable stunt,”
WeRoad CMO Fabio Bin
In Manchester, Grealish’s billboard toured neighborhoods like the Northern Quarter before ending at the Etihad. Maddison’s invitation made its way through London icons like Trafalgar Square and Piccadilly Circus before concluding at Tottenham’s stadium.
The cheeky campaign embodies WeRoad’s commitment to creating buzzworthy activations with a witty, tongue-in-cheek tone aimed at inspiring its target audience to dream about their next adventure abroad.
“Our goal is always to get people dreaming about their next adventure. Whether you’re a diehard football fan or just someone looking for inspiration to explore new cultures, we hope that this mobile billboard will have people packing your bags before the final whistle blows,”
Fabio Bin
