Accor and AFL encourage Aussies to ‘Stay Where the Players Stay’ in new campaign via Chisel
To celebrate its long-standing partnership, Accor, the AFL’s Official Accommodation Partner, has teamed up with the league to launch a bold new campaign ‘Stay Where the Players Stay’ created by Chisel, which playfully positioning its hotels as the preferred choice for players and fans alike.
The multi-faceted campaign authentically taps into humour and Australian’s love for the game. Filmed at the newly transformed Novotel Sydney Brighton Beach – following a multimillion-dollar transformation – the campaign features a mix of current AFL and AFLW talent, beloved footy legends and content creators, representing the diverse spirit of the AFL community.
Starring in the campaign:
• Josh Weddle & Jarman Impey – Hawthorn Football Club
• Dayne Zorko – Brisbane Lions
• Tayla Harris – Melbourne Football Club (AFLW)
• Brian Taylor “BT” – AFL Legend / Current Commentator
• Nathan Buckley – AFL Legend / Current Commentator
• Archie and Miles Shepherd of Shepmates – Content Creators
Says Accor Pacific Chief Operating Officer, Adrian Williams: “As lovers of footy and fans of the game, this campaign taps into a simple insight: footy fans want to feel part of the action – including where they stay. We’re 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.”
The campaign will span digital, TV, social and on-site hotel activations — blurring the line between traditional TVC and fan content. Running from now until early October, it will come to life throughout the footy season with the following campaign elements:
• National TV spots with hero 30-second TVC and several 15 second cut downs
• Partner advertising across AFL channels, including homepage takeover, eDMs and digital displays
• Owned channels, including social media, email marketing and website display
• Offline media including Australia wide out of home assets
• The campaign will feature in hotels for in-venue activations including digital screens, decals and promotional items
• Tactical influencer activity launching across the period of the campaign
• Additionally, the AFL Fan Travel website is now live, featuring 27 Accor hotels nationwide – a number expected to grow as demand builds – with dynamic packaging and a major AFL-led marketing push set to drive strong bookings.
This campaign marks the first major marketing partnership to roll out under Accor’s new ‘Stay Where the Players Stay’ platform, with the NRL also on board and potential to extend the initiative to other major sporting codes.
To further elevate the fan experience, Accor’s lifestyle loyalty program, ALL Accor gives members access to a range of exclusive AFL opportunities. From premium match tickets to unforgettable experiences, members can use their Reward points to get closer to the game they love. Fans can book their stay at ALL.com – the official accommodation partner of the AFL. Signing up to ALL Accor is free and unlocks a world of benefits – sign up today.
From luxury to economy, Accor operates more than 20 international brands across Australia, New Zealand, Fiji and French Polynesia, including Sofitel, MGallery, Art Series, Pullman, Swissôtel, Mövenpick, Grand Mercure, Peppers, The Sebel, Mantra, Handwritten Collection, Novotel, TRIBE, Mercure, BreakFree, ibis, ibis Styles and ibis budget, as well as Ennismore’s Hyde, SO/ and Mondrian. Visit ALL.com.
Client: Accor
Accor Marketing Manager, Sponsorship & Events, Pacific – Rachael Farrington
Marketing Director, Pacific – Stephanie Inglis
Creative Agency: Chisel
Media Agency: Zenith Media
Client Partner – Ewan Mitchell
Planning Manager – Victor Arambulo
Senior Digital Executive – Darcie Foster