Instead of waiting – and hoping – that international soccer fans will find the Meadowlands, the Meadowlands Chamber is working to find them, placing ads in publications in London to attract traveling fans to this side of the river.
The campaign, running in London’s Metro news outlet, is inspired by the Sex Pistols first album: ‘Never Mind the Bullocks, Stay in the Meadowlands.’
If you know, you know.
Apparently, plenty of people do. The campaign created dozens of inquiries about rooms in the first hour it launched.
“We wanted something that would immediately resonate with soccer fans while challenging the perception that visitors should be concerned about coming to New Jersey,” Meadowlands Chamber CEO Jim Kirkos said. “The reality is that fans who choose to stay in the Meadowlands will enjoy a convenient, exciting and authentic World Cup experience.”
The effort is being made to change perceptions, Kirkos said.
In recent months, media coverage surrounding the World Cup has focused heavily on concerns about transportation, crowds, security, and other logistical challenges. While those issues have generated headlines, the Chamber’s campaign seeks to remind visitors that the Meadowlands and New Jersey remain among the best places in the world to experience the tournament.
The campaign encourages travelers to look beyond the political rhetoric and speculation and focus on what matters most: world-class soccer, easy access to matches, and the opportunity to explore one of America’s most dynamic regions.
“And it worked – in the first hour we had 28 responses inquiring about rooms,” Kirkos said.
Located just minutes from MetLife Stadium, the Meadowlands offers thousands of hotel rooms, direct access to New York City, extensive dining and entertainment options, and transportation connections that make attending tournament events straightforward and convenient.
The campaign is part of the Chamber’s broader effort to position the region as a premier hospitality hub during one of the world’s largest sporting event. Since the inception of its running, the ad has been responsible for a large traffic increase to the MLCVB.com website, especially the ‘hotels’ section of the website, as last-minute visitors look to secure their sleeping arrangements while they travel here for the World Cup.
“We hope visitors see beyond the headlines and recognize the extraordinary opportunity this tournament presents,” Kirkos said. “The World Cup is about bringing people together through a shared love of the game. We want fans to know that New Jersey is ready to welcome them.”
