{"id":127077,"date":"2025-09-08T05:25:07","date_gmt":"2025-09-08T05:25:07","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/127077\/"},"modified":"2025-09-08T05:25:07","modified_gmt":"2025-09-08T05:25:07","slug":"why-accor-and-the-afls-stay-where-the-players-stay-platform-isnt-just-a-finals-campaign","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/127077\/","title":{"rendered":"Why Accor and the AFL’s ‘Stay Where the Players Stay’ platform ‘isn\u2019t just a finals campaign’"},"content":{"rendered":"

Hotel chain Accor has enlisted some famous AFL names to star in its \u201cStay Where the Players Stay\u201d campaign to mark footy final season.<\/p>\n

The lighthearted platform revolves around a national 30-second TVC that sees AFL players, commentators and content creators enjoying the offerings of Accor\u2019s newly renovated Novotel Sydney Brighton Beach location.<\/p>\n

The campaign stars Tayla Harris of the Melbourne Football Club; Dayne Zorko from the Brisbane Lions; Hawthorn Football Club\u2019s Jarman Impey and Josh Weddle; commentators and ex-players Nathan Buckley and Brian Taylor; and sports podcasters and social media personalities Miles and Archie Shepherd of Shepmates.<\/p>\n

According to Rachael Farrington, Accor marketing manager, sponsorship and events, Pacific, the aforementioned faces were carefully chosen to embody the spirit of the campaign and \u201cthe breadth of the AFL community\u201d.<\/p>\n

ADVERTISEMENT<\/p>\n

\u201cWe worked with the AFL to select players and talent who truly connect with fans and reflect the spirit of our campaign \u2026 This meant not only including current players, but also commentators, legends, and content creators,\u201d Farrington told Mumbrella.<\/p>\n

\u201cEqually, we wanted personalities who aligned with Accor and could bring a playful, cheeky energy on screen. Once we had our talent, we developed a script that felt authentic to their personalities \u2026 Each scene was designed to showcase both the talent\u2019s personalities and the memorable experiences fans can enjoy at our hotels.\u201d<\/p>\n<\/p>\n

Designed to celebrate Accor\u2019s position as the official accommodation partner for the AFL, the campaign deploys several assets to promote its message.<\/p>\n

There are 15-second versions of the aforementioned film to air nationally, in addition to extensive digital coverage in the form of influencer activity and owned channels, such as website displays and social media, and the AFL Fan Travel website that features travel packages and over 20 Accor-owned hotels.<\/p>\n

Accor and the AFL are also making use of the latter\u2019s channels, including digital displays, a homepage takeover and website display, for the campaign.<\/p>\n

The platform\u2019s real-world elements include out-of-home materials, and in-venue activations at Accor\u2019s hotels.<\/p>\n

It\u2019s a full-scale investment that allows the hospitality giant to make use of its existing partnership with the AFL to act upon a core feature of its business \u2014 authentically connecting with guests.<\/p>\n

\u201cAccor has always sought to connect with guests through experiences that truly matter to them, and sport plays a big part in that. AFL is an iconic part of Australian culture, and our partnership with the league allows us to engage fans authentically, both in stadiums and in our hotels,\u201d Farrington said.<\/p>\n

\u201cGlobally, sport has long been a priority marketing channel for Accor \u2026 Players and officials genuinely stay in our hotels alongside fans, where our teams provide our signature hospitality to create a home away from home for them. We see immense value in ensuring our partnerships are as authentic as they are memorable.\u201d<\/p>\n

\"\"<\/a><\/p>\n

(L-R): Josh Weddle, Jarman Impey<\/p>\n

Accor and the AFL\u2019s campaign will run in market until early October.<\/p>\n

Even though the 2025 AFL season officially kicked off in March \u2014 and the competition has entered its final few weeks \u2014 the platform\u2019s release is intended to coincide with the game\u2019s finals, but deliver ongoing impact.<\/p>\n

\u201cThe AFL Finals are one of the biggest moments on Australia\u2019s sporting calendar. Launching the campaign now allows us to tap into that energy, inspire match-day travel and hotel stays, and highlight how Accor enhances the fan experience during this exciting time,\u201d Farrington said in a media release..<\/p>\n

\u201cImportantly, this isn\u2019t just a finals campaign. It builds ongoing engagement with fans, reinforcing our role as the official accommodation partner of the league, and creates opportunities for fans to experience memorable moments year-round.\u201d<\/p>\n

Adrian Williams, chief operating officer at Accor Pacific, added: \u201cAs lovers of footy and fans of the game, this campaign taps into a simple insight: footy fans want to feel part of the action \u2013 including where they stay.<\/p>\n

\u201cWe\u2019re proud to offer the same trusted hospitality enjoyed by players to supporters across the country, and to continue our support of the game and its community as the official accommodation partner of the AFL and AFLW.\u201d<\/p>\n

The AFL-themed initiative is the first significant piece of marketing work to fall under the \u201cStay Where the Players Stay\u201d banner.<\/p>\n

According to Accor, the NRL is interested in joining the platform \u2013 and it may also be extended to other sports.<\/p>\n

CREDITS<\/p>\n

Client: Accor
Marketing Direction: Accor Marketing Manager, Sponsorship & Events, Pacific \u2013 Rachael Farrington, Marketing Director, Pacific \u2013 Stephanie Inglis
Creative Agency: Chisel
Media Agency: Zenith Media<\/p>\n

Media Team: Zenith Client Partner \u2013 Ewan Mitchell, Zenith Planning Manager \u2013 Victor Arambulo, Zenith Senior Digital Executive \u2013 Darcie Foster<\/p>\n

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