Taking shape across 16 countries in the APAC region, the multinational hotel giant AccorHotels recently collaborated with Fox to deliver a comprehensive media and content partnership. The collaboration connected the hospitality brand with the passion and engagement of avid sports fans.
No one appreciates the amenities of a hotel more than athletes. Spending days and weeks at a time on the road accustoms them to the ins and outs of a property’s luxury, care, and convenience. So when it came to trumpeting the work on a larger stage, the endorsement strategy was an obvious choice. Serena Williams’ backing of AccorHotels gave the campaign both relevancy and a strong voice.
This symbiotic relationship might not be so apparent at first glance, but like most great brand partnerships, it’s the content that gives it purpose, and makes all the difference.
Further talent features, all centred around the concept of #OneClickWelcome, included short vignettes starring Fox Sports presenters Jason De La Pena, Nikki Muller and Brendon Julian, as well as Williams' sister and 7-time tennis grand slam winner, Venus.
The video content took shape as short-form, branded features amplified across the whole family of Fox platforms including Fox Sports, National Geographic and Star World. To get the absolute most out of their assets, the content was positioned both online and on live TV, where 7.9 million and 5.9 million viewers tuned in to the Australian open and Roland-Garros, respectively.
As the icing on the cake, Fox also provided exclusive experiences for AccorHotel guests. With VIP tickets to F1, MotoGP and UFC as part of the package, it’s easy to see why the campaign made some noise in the hospitality industry.
The results speak for themselves. The campaign won gold for ‘Best Use of Branded Content by a Media Owner’ at the Spark Awards 2017, among stiff competition. It also led to improved bookings and visitations among AccorHotel properties, and tallied record-breaking click-through-rates thanks to digital content featuring the 23-time tennis grand slam winner Williams, among others.
Beyond the annual accolades, the long-term effect on brand awareness was the real reward.
By unlocking the Fox toolbox, AccorHotels posited a strong message, that the sum of their properties is much more than just comfortable beds, big TVs and buffet breakfasts—they’re places that top athletes rely on to get their R&R and, in respect to the campaign’s slogan, ‘feel welcome’.
Content is expanding now like it never has before. Platforms and partnerships are endless, but lasting impressions are scattered and few. Anyone can navigate to a brand’s website to check out their products and services, but to associate that brand with something more takes creative finesse and a powerful push in the realm of content marketing.