2015 was a big year for FOXTEL. More channels, better definition and cheaper packages across residential and business sectors.
Alongside small business, mining and hospitals/waiting rooms, another big income stream for FOXTEL is Licensed Venues. While uptake within metropolitan hubs was healthy, FOXTEL saw an opportunity to increase sales within regional areas in both NSW and Victoria.
To do so we needed to go out with a big message working within the ATL campaign of ‘An Epic Year of Sport’. Although that alone wouldn’t convince publicans to invest in FOXTEL’s most expensive package.
They’d been bombarded with how good FOXTEL was in the past for their business, but we needed a way we could talk to them in their language and also show them just how affordable FOXTEL could be.
Every publican knows the value of a schooner, so the narrative was that by selling a few more of these a day you can cover the cost of an awesome sports package that will keep guests entertained for hours.
We also tailored the campaign with appropriate imagery of the leading sports codes in NSW and Victoria to give it a localised flavour.