Why Accor and the AFL’s ‘Stay Where the Players Stay’ platform ‘isn’t just a finals campaign’
"Stay Where the Players Stay"
Hotel chain Accor has enlisted some famous AFL names to star in its “Stay Where the Players Stay” campaign to mark footy final season.
The lighthearted platform revolves around a national 30-second TVC that sees AFL players, commentators and content creators enjoying the offerings of Accor’s newly renovated Novotel Sydney Brighton Beach location.
The campaign stars Tayla Harris of the Melbourne Football Club; Dayne Zorko from the Brisbane Lions; Hawthorn Football Club’s 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.
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 “the breadth of the AFL community”.
“We worked with the AFL to select players and talent who truly connect with fans and reflect the spirit of our campaign … This meant not only including current players, but also commentators, legends, and content creators,” Farrington told Mumbrella.
“Equally, 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 … Each scene was designed to showcase both the talent’s personalities and the memorable experiences fans can enjoy at our hotels.”
Designed to celebrate Accor’s position as the official accommodation partner for the AFL, the campaign deploys several assets to promote its message.
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.
Accor and the AFL are also making use of the latter’s channels, including digital displays, a homepage takeover and website display, for the campaign.
The platform’s real-world elements include out-of-home materials, and in-venue activations at Accor’s hotels.
It’s 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 — authentically connecting with guests.
“Accor 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,” Farrington said.
“Globally, sport has long been a priority marketing channel for Accor … 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.”
(L-R): Josh Weddle, Jarman Impey
Accor and the AFL’s campaign will run in market until early October.
Even though the 2025 AFL season officially kicked off in March — and the competition has entered its final few weeks — the platform’s release is intended to coincide with the game’s finals, but deliver ongoing impact.
“The AFL Finals are one of the biggest moments on Australia’s 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,” Farrington said in a media release..
“Importantly, this isn’t 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.”
Adrian Williams, chief operating officer at Accor Pacific, added: “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 AFL-themed initiative is the first significant piece of marketing work to fall under the “Stay Where the Players Stay” banner.
According to Accor, the NRL is interested in joining the platform – and it may also be extended to other sports.
CREDITS
Client: Accor
Marketing Direction: Accor Marketing Manager, Sponsorship & Events, Pacific – Rachael Farrington, Marketing Director, Pacific – Stephanie Inglis
Creative Agency: Chisel
Media Agency: Zenith MediaMedia Team: Zenith Client Partner – Ewan Mitchell, Zenith Planning Manager – Victor Arambulo, Zenith Senior Digital Executive – Darcie Foster
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