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ACCORHOTELS ASIA PACIFIC - Serena Williams/Tennis Australia

Created ‘money-can’t-buy’ experiences and drive awareness of our Australian Open partnership together with our Ambassador, Serena Williams - for our loyal members and partners.

Situation analysis

In 2015 AccorHotels partnered with Tennis Australia and became Official Partner of the Australian Open for three years from 2016-2018.

The partnership provides concierge and information services for fans attending the tournament, hosts key events in Australia and Asia, branding on all information services hubs and the opportunities to offer exclusive ‘money can’t buy’ experiences for our most values loyalty members and partners.

The partnership allows AccorHotels to use the Australian Open branding and IP on any relevant marketing collateral.

To further enhance our partnership with the Australian Open, we enlisted World No.1 Serena Williams as our official ambassador for Australian Open 2016. The partnership allows us to use Serena’s image across various paid, owned and earned media opportunities.

Objectives

The key objective of the Australian Open partnership is to reinforce the AccorHotels brand at every opportunity.

Campaign

We built a multi-faceted campaign to drive awareness of our Australian Open partnership, with our ambassador, Serena Williams at the centre of our communications and creative executions. The campaign ecosystem included the following media and guest touch points:

- Outdoor advertising: - Large scale, high-impact billboards – Melbourne, Brisbane, Sydney
                                         - Small scale, high frequency transit units – Melbourne
- Print: - Australian Financial Review – Gloss Cover Wrap – Melbourne & Sydney
- Loyalty: - Direct email campaign
- Social Media: - Facebook, Instagram & Twitter
- Digital: - Display banners on ausopen.com
                - AccorHotels.com carousel banner
- In-hotel: - Digital signage
                  - Printed posters

To engage with tennis fans attending the Australian Open and optimise our media budget our paid media campaign concentrated on Melbourne sites across the main routes into the Melbourne CBD and Melbourne Park precinct in the lead-up to and during the two weeks of the Australian Open. 

Evaluation

The campaign was extremely successful in reinforcing the AccorHotels brand and our partnership with the Australian Open and Serena Williams.

- Outdoor: more than 200,000 people were exposed to our outdoor executions daily during the campaign (2,800,000 in total over the campaign period)
- Print: Approx 5,000 people were exposed to the AFR Wrap
- Loyalty: 950,000 Australian Loyalty members received the direct email
- Social media: 7 posts, 1,080 likes, 534 comments, 54 shares and overall reach of 125,304
- Digital: - Display Banners on AusOpen.com were viewed by 1,000,000 people during January 2016
                - AccorHotels.com Carousel banner was viewed by just over 450,000 people during the campaign period.

In total, approximately 5,330,000 people were exposed to our AccorHotels Serena Williams campaign during January 2016.