Foxtel is set to launch its Olympics subscription drive at the end of the month with a new ad campaign telling the back stories of some of Australia’s athletes. It will be followed swiftly by the pay-TV provider unveiling its new brand positioning and new logo on July 1, following it’s merger with Austar.
As part of the “most extensive ever” coverage in Australia Foxtel is launching eight channels for existing sport subscribers with every gold medal event shown live.
Previously Channel Seven told B&T they will be attacking the Olympic coverage, exploiting the time difference with London, where the games are being staged.
But marketing director Chantal Walker told B&T: “The time difference is kind of good because when you get home it’s the start of the day in the UK so you can sit down and watch the whole night if you want.
“We also have an iPad app for subscribers so people who have missed things overnight can go onto their app on the bus and at work and catch up.
“All the channels will have replays, everything is live and you will see every single country and every event live.”
For the advertising campaign the network has enlisted some famous, and not-so-famous competitors for the games, and will tell their journey to the games.
Walker added: “For us it’s about the athletes and telling their back story. For a lot of these people for 12-15 years it’s their life and this is their chance to shine.
“What we’re trying to say is it’s important to watch the games to reward these athletes, who have put so much of their energy in to give you the opportunity to watch them.”
The Olympics will also be symbolically significant as the first major broadcast after the logo and brand for Foxtel is unveiled on July 1 following the $2bn merger with Austar.