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Choice Hotels hopes to target families travelling interstate to sailing events through a lucrative new incentivised sponsorship with Australian Sailing.
The hotel operator has become an official partner of Australian Sailing in a one-year deal brokered by Melbourne-based sponsorship agency, The Partner Group.
Scott Llewelyn from The Partner Group told Sponsorship News that the idea is to attract families travelling to Australian Sailing’s junior youth events around the country. He said they often cover long distances to the competitions and the deal is aimed at encouraging stays with one of the brands under the Choice Hotel banner.
Choice is one of the largest hotel franchisors in the world, with more than 7,000 establishments in over 40 countries. Brands under its banner include Ascend Hotel Collection, Clarion, Quality, Comfort and Econo Lodge.
The new sponsor will leverage Australian Sailing’s database of sailing enthusiasts which, according to Llewelyn has close to 300,000 contacts, by encouraging them to join the Choice Hotel loyalty program.
He said the deal was structured so that as well as getting an up-front payment from Choice Hotels, Australian Sailing will also receive a bonus if more than 2,000 Australian Sailing members sign up to the loyalty program.
Australian Sailing’s database reaches across families with juniors in youth programs through to keel boats racers competing at major regattas, according to Llewelyn.
He said the KPI is very achievable and he expected the one-year deal to become a long-term partnership.
<i>The Partner Group builds strong client portfolio</i>
Meanwhile, Llewelyn noted that in little over three years, The Partner Group had assembled a solid group of key clients. The agency only worked with sponsors or rights holders under a contract agreement and over the last few years its partner portfolio had expanded significantly, he said.
The Group was working with the commercial teams at the St Kilda and Hawthorn AFL clubs, NBL newcomers, the South East Melbourne Phoenix, as well as the NBL itself. It is also associated with Bowls Victoria and the Melbourne Rebels rugby union franchise.
The agency was additionally working with Carols by Candlelight and soon hoped to announce a new major event partner to replace PriceLine, he said.
