Here at the Famous Games Company, we know that having a great product is only a part of the equation. It’s also vital to work with the right partners and put all the pieces together to build an exceptional sports marketing campaign. Join us for our Famous Sports Marketing Campaigns blog series as we explore what role our Famous Games line can play in your campaign:
- On Location with Famous Fastballs™
- All About Service with Famous Forehand™
- In the Driver’s Seat with Famous 500™
- Living Large with Famous First Downs™
- Rebels for a Cause with Famous Fairways™
In our second case study, Room with a View, a hotel uses Famous Forehand to build buzz around their sponsorship of the US Open.
Room with a View with Famous Forehand
Campaign Objectives
As part of a larger effort to broaden its luxury brand into a more accessible and family-friendly establishment, an international hotel chain is rethinking its approach to its traditional sponsorship of the US Open tennis championship. The sports marketing team has been tasked with developing a campaign that conveys a sense of family fun while still being understated and upscale. Success metrics include sales of the card game via the hotel mini-bar and on incoming flights by their airline partner as well as increased attendance at the hotel’s complimentary kid’s club.
Famous Solutions
Leveraging the Famous Games Company’s expertise and Famous Forehand product, the hotel chain’s sports marketing team prepares the following family-friendly campaign around the central notion of “service”:
Partnership Strategy
In the months leading up to the US Open, the hotel chain builds awareness of its sponsorship among travellers through a strategic partnership with the event’s official airline sponsor. On all flights by that airline and its international partners, flight attendants offer a hotel-branded edition of the Famous Forehand card game for purchase as in-flight entertainment. Children flying in premium classes are offered the game for free and copies are also made available through airline-affiliated stores and private clubs within the airports. The hotel and airline reinforce this by collaborating on shared articles and advertising in the in-flight and in-room magazines, exploring the event from a family perspective and emphasizing some young up-and-coming tennis stars.
In-Room Strategy
Alongside the shared articles in the hotel’s in-room magazine, a recent issue of a tennis-specific magazine is added to the rooms, complete with a prominent advertisement by the hotel. Also, hotel staff quietly begin inserting the Famous Forehand card game into the room’s mini-bar snack display.
Event Strategy
At the time of the event, the hotel chain deliberately spreads its celebrity guests across designated floors of its various New York properties, ensuring the remaining rooms are available for spectators. Copies of the card game now migrate from the for-purchase mini-bar display to a complimentary game-and-chocolate display on the bedside table. All visitors are given an event-specific concierge packet which includes information about a Famous Forehand card game tournament occurring as part of the kids club. The winner gets to play a few rallies of the card game as part of a photo opportunity and autograph session with a prominent tennis celebrity and free child’s tennis lessons on the hotel court. Meanwhile, the family of the winning child will get their US Open tickets upgraded and will be invited to a private gala evening at the hotel.
Get Famous
Looking for a way to add impact to your next tennis-based sports marketing campaign? Our expertly crafted World’s Smallest Sports Games™ are an excellent way to engage your target market and activate your brand. Go ahead and get famous – we’re happy to provide free samples to qualified candidates.
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