Hotel guests represent a huge variety of potential residential and business customers for Pay-TV. Which is why we targeted hotel owners to get them to install FOXTEL – in effect we were getting them to demonstrate and sell our product. The challenge for FOXTEL is tourism and business travel to Australia contracted sharply following September 11, The Gulf War and the SARS outbreak. Margins declined and hotel owners were looking to cut costs, not incur them. We needed to focus on the benefit to the hotel in increased patronage and guest loyalty and not on the cost of the product. The creative addressed a truism of the hotel industry: Hotel rooms are boring. There is often nothing to do in a hotel room. The only entertainment offered is tv, radio and newspapers. What hotels fail to realise is that guests have individual interests and only FOXTEL lets them access the entertainment they are after, when they want it. As a result the creative imagery parodied the very dullness of the hotel room to reiterate this point to the target - there is nothing to do in your hotel but entertain yourself. FOXTEL was then an inexpensive answer to the problem.

The creative addressed a truism of the hotel industry: Hotel rooms are boring. There is often nothing to do in a hotel room. The only entertainment offered is tv, radio and newspapers. What hotels fail to realise is that guests have individual interests and only FOXTEL lets them access the entertainment they are after, when they want it. As a result the creative imagery parodied the very dullness of the hotel room to reiterate this point to the target - there is nothing to do in your hotel but entertain yourself. FOXTEL was then an inexpensive answer to the problem.

In just 58 days this campaign generated:- 25 signed and 24 outstanding contracts (128% above target)- 5.86% Response rate and a 37.88% conversion rate - A total Return On Investment of 945%- A three year value of AU$421,339.86- One bronze effectiveness award from the Australian Direct Marketing Association - One delighted client.