Program designed to reach Passionists who love – and play – Cornhole
Columbus, OH - March 28, 2019 - Red Roof, the leader in economy lodging, has launched a multipronged, integrated campaign to show its support of the players and fans of Cornhole and capture share of this audience. Composed of a series of ad buys, sponsorships, promotions and PR, went live in March.
Once a favorite activity at tailgates and backyard parties, Cornhole is coming out of its niche – and having its moment – and is now one of the country’s fastest growing sports. Red Roof is embracing this fringe pastime, and its players and fans, with :30 second spots on ESPN, ESPN2, during the broadcasts of the American Cornhole League (ACL) tournaments and streamed on ESPN3. The spots will run through August 11.
The :30 second spot, conceptualized by Red Roof and produced by Mills James, plays on the element of surprise with an ending voiceover, "Not what you expected? Neither is Red Roof.", underscoring that Red Roof, who created the Upscale Economy® sector, surprises and delights guests with an enhanced experienced for a value price.
"As we continue to listen to consumers and respond quickly to their evolving interests and travel motives, Red Roof learned that this new niche of traveler who engages in fringe sports has emerged," said Red Roof Chief Marketing Officer, Marina MacDonald. "Through an integrated marketing program, we are catering to this growing group of Cornhole players and fans who are looking for convenient and affordable lodging beyond their expectations as they travel across the country participating in and following tournaments."
Cornhole enthusiasts are a part of the growing community of “Passionists” across the U.S. “The Passionists” are the convention, conference and event travelers who are avid gaming geeks, compete in obstacle course races, follow cornhole contests, and dress up in cosplay, among many other hobbies and interests. Passionate pursuits are driving a segment of travel that Red Roof is addressing with targeted events and promotions.
The ESPN ad campaign is being amplified with in market promotions and contests to elevate awareness and drive bookings of cornhole lovers and followers to local Red Roof properties. Red Roof is providing a 15% discount on stays for those who travel for tournaments with VP #625626. Select Red Roof properties are also receiving a regulation-sized Cornhole set for guests to enjoy, providing opportunities for social media photo capturing and sharing to drive social engagement using the hashtag, #RedRoofLovesCornhole and/or #PassiontravelwithRedRoof. Red Roof is also partnering with the American Cornhole Organization (ACO), sponsoring the Corny 40 Player program. Cornhole has been growing at a steady and impressive trajectory in the last few years. In 2018, the American Cornhole League Pro Invitational, was viewed by 500,000 people, the most ever for the sport. During 2017’s The Ocho, a one-day event for alternative sports on ESPN 2, the Championship of Bags was the most viewed competition. In the 18 to 49 age group, more peopled watched Cornhole on that day than the competing game coverage of Major League Baseball, the WNBA or the final stage of the Tour de France, according to Sports Media Watch.