Days Inn is expanding into the ice sports field. The hotel chain has partnered with Curling Canada and the Canadian Hockey League (CHL) to become a sponsor of their upcoming events.
The partnership with Curling includes Days Inn-branded rink boards at the Scotties Tournament of Hearts 2024, Montana’s Brier 2024 and the BKT World Women’s Curling Championship 2024. Days Inn will also set up in-venue kiosks at the Scotties Tournament and Montana’s Brier event, and will roll out digital, social and print advertising.
Meanwhile, the deal with the CHL – the league’s second with the hotel chain – includes paid ads on social networks, as well as digital placements, on-ice logos and video board commercials at the Kubota CHL/NHL Top Prospects Game and Memorial Cup Presented by Dow event. There will also be activations during time-outs and kiosks at the Top Prospects game.
Marketing agency Kinesso is handling social media, while XMC is in charge of the experiential side.
Days Inn VP of marketing in Canada Ally Wesson tells MiC that the company has decided to partner with the CHL again because the first collaboration “was a success” and continues to be an “ideal match” for them.
“The CHL teams’ presence and events coincide closely with our hotel distribution across the country,” says Wesson, who adds that there are close to 100 Days Inn locations in Canada, including in New Brunswick, where the Top Prospects game will be played.
The deal will also allow Days Inn to keep reaching a broader audience, she says. “These events [CHL events] provide a distinctive platform to showcase our brand, interact with CHL fans from near and far, and bring significant value to our franchise community. It helps ensure that Days Inn remains a top choice for travelers.”
Days Inn first partnered with the CHL in 2018. The collaboration included activations at three national events, on-ice logos and social media promotions. Prior to that, the company hadn’t closed any deals in the sports field.
This is the first time the company is teaming up with Curling Canada.
