Iris has been appointed by UEFA and its partners to create an integrated campaign in the run-up to the Champions League Final in May.
The agency’s experiential arm, Iris Experience, is to create a five-day “festival” in Rome to celebrate the conclusion of the tournament in the city on May 27.
The events will take place near the Coliseum from May 23 through to the day of the final and will include a movie history of the tournament’s history, the “Champions Gallery”, the “Champions Museum”, which tells the history of the game, the “Young Champions” football tournament and live entertainment.
Iris’ appointment comes a month after it won Volkswagen’s commercial vehicles integrated marketing business. This followed Iris Experience’s appointment to the Kellogg roster in November to handle marketing activity for a number of the food company’s recently launched brand extensions, including Nutri-Grain Soft Oaties.
Iris London also won the campaign brief for the Department for Children, Schools and Families (DCSF) late last year to specifically target disadvantaged parents.
The UEFA Champions League’s official partners are Heineken, Sony, MasterCard, Vodafone, PlayStation and Ford. This year’s tournament is at the quarter-final stage with four English clubs still in contention.