Hospitality company OYO has tied up with Malaysian out-of-home advertising (OOH) company Rodeo to fit its rooms with in-room advertising, aiming to pique interest of hotel patrons and boost sales. This exclusive partnership will see Rodeo introducing the "Rodeo Landing Pad", an L-shaped pad used to place shoes before a guest enters the room, into the room. The pad will be a sleeve to display the advertisements, and is designed to be mobile. This enables guests to move the landing pad to wherever is more convenient for them.
Rodeo will also use access card sleeves and door hangers as medium for advertisers to promote their products and services. Brands can use these mediums to place their products or samplings in the room. Advertisers can choose the forms, shape, colours and materials of door hangers based on the season or campaigns. The door hangers can be provided and hung at selected intervals and be constantly updated as well.
In a statement to A+M, Valens Subramaniam, CEO of Rodeo, said it chose to partner with OYO as it is one of the largest and fastest-growing hospitality chains, with a strong brand presence in Malaysia covering both major cities and outskirts. He added that Rodeo is looking to expand to countries where the OYO brand is present at a later stage. This includes Singapore, Indonesia, Thailand, Vietnam, China, United Kingdom, and the United States. Through this partnership, Subramaniam said Rodeo is eyeing at least 20 anchor clients and 30 clients on promotional or tactical campaign.
The company is also projecting to earn RM1 million to RM1.5 million for ad revenue by the end of 2020.
Subramaniam said the partnership aims to innovate OOH space and leverage the growth of home-stays and travel. He finds that with OYO's extensive number of rooms, it is an optimal platform for advertisers to reach their target audience with customised messages. He added these advertisements will have a 100% reach, since all guests would come across the advertisements while unlocking the door before they enter the rooms.
"The most unique selling point of this medium is the visibility of these mediums where unlike traditional marketing, the landing pad, door hangers and card sleeves are also functional within the hotels, making the advertisements 100 percent visible,” Subramaniam said.
Last year, Rodeo caught the attention of the public with its OOH for Kenny Rogers Roasters, where it placed a 3D chicken on a rotating grill skew on top of cars. The 3D advertisement rolled out in Klang Valley, Penang and Johor, and the display showed a fire lighting system to enhance an reinforce a grilling effect. The OOH company also partnered with Astro’s digital marketing arm Blaze Digital to offer better media options for advertisers, and bring offline media to online and digital.
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