Staff Writer
Dec 19, 2017

Fox Sports and AccorHotels collab buffs up content marketing strategy

Groundbreaking campaign leveraged the full suite of Fox assets.

Fox Sports Asia's Paula Malai Ali and tennis champ Serena Williams talk shop in recent AccorHotels promo series 'Welcome to my Room'
Fox Sports Asia's Paula Malai Ali and tennis champ Serena Williams talk shop in recent AccorHotels promo series 'Welcome to my Room'
 
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. 
 

 

Related Articles

Just Published

2 days ago

Tech Bites: Week of September 26, 2022

News from McLaren Racing, IAB Australia, CNN and more.

2 days ago

Campaign Creation Stories: How retailer Bananain ...

Chinese retailer Bananain and agency partner Goodzilla speak at length about their richly produced campaign that marries noodles with summer clothing.

2 days ago

Harnessing the power of SPO for programmatic campaigns

As more brand advertising spend flows into the programmatic ecosystem, players on both sides of the industry are beginning to rebel against complexity and demand transparency and efficiency across the supply chain.

2 days ago

Women to Watch 2022: Elayne Gan, Dow Jones

Recording incredible growth in the pandemic is no mean feat, and Gan boasts a massive 60% revenue growth since taking over the head of sales role in 2019.