Expedia Co-op Campaign Turns Soccer Fever into SoCal Stays

The 2025 World Cup at the Rose Bowl Stadium created an opportunity for nearby Southern California destinations to capture international visitors and extend their stay beyond the matches. With fans representing 32 global teams, Santa Ana, Greater Palm Springs, and Buena Park formed a strategic partnership to position themselves as must-visit destinations during the tournament. Research showed that 47% of traveling sports fans seek experiences outside the main event, while 81% explore neighboring cities. Leveraging these insights, the three destinations collaborated with Expedia Group Advertising to reach high-intent travelers and inspire regional exploration. By pooling their resources, they were able to significantly expand their marketing reach and achieve a level of visibility that would not have been possible individually. Advanced targeting capabilities played a key role in the campaign’s success, allowing for precise audience segmentation and ensuring messaging reached the right travelers at the right time. Continuous optimization further enhanced performance. The campaign’s objective was to drive hotel bookings among sports fans attending World Cup matches. With limited budgets, the cooperative model allowed each destination to maximize its investment while benefiting from shared funding and increased exposure. The Expedia partnership not only elevated awareness but also delivered strong returns in direct hotel revenue, along with measurable performance metrics. Each destination was positioned as the perfect complement to the World Cup experience, encouraging visitors to extend their trips. Expedia worked closely with the partners to create a curated booking journey that showcased premium accommodations and relaxation opportunities. A co-branded landing page served as a centralized travel hub, featuring destination highlights, hotels, vacation rentals, and convenient flight options into Palm Springs. This streamlined experience aligned with traveler preferences, as more than 40% favor curated selections over extensive listings. Supported by a multi-channel strategy—including premium placements on Expedia and Vrbo as well as social media—the campaign drove strong engagement and conversions. Over four months, it generated 3.8 million impressions, more than 21,000 room nights, and over $5.4 million in hotel revenue, achieving an impressive 75:1 return on ad spend.