A football extravaganza that happens only once every four years, yet China’s team is once again absent. However, this in no way stopped Chinese elements from gathering in Russia — not even the football team was missing. After two months of careful preparation, Qunar Travel brought a fan football team to Russia and kicked off before the official start of the 32-team competition, igniting the passion of Chinese football fans in Moscow.
Having passed the “test of the pitch,” on the evening of June 14, Qunar Travel will lead fans to the opening ceremony to enjoy the show and watch the host nation take on Saudi Arabia in their opening match. It is believed that fans’ enthusiasm will be released to the fullest at this moment.
A World Cup without China’s team is a pity, but fans who deeply engage with the tournament through Qunar Travel are undoubtedly the luckiest.
This marketing campaign by Qunar Travel closely aligned with fans' interests, organically connected various elements, built up layer by layer, and finally reached its climax at the World Cup opening ceremony and the host nation's match, creating quite a stir among football enthusiasts and significantly boosting brand favorability. A brand can only be thought of by users when it thinks what users think. Once again, Qunar Travel has set a marketing example.