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|Main Telephone||(404) 233-3405|
|Main Fax||(404) 261-8384|
The Morrison Agency Contacts
|Bob M.||Chairman & Chief Executive Officer||GA|
Sample of Associated Brands
|Kyle L.||Chief Creative Officer||GA|
|Jared D.||Chief Strategy Officer||GA|
|Jennifer K.||Director, Content & Research||GA|
|Amanda F.||Partner & Chief Client Officer||GA|
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H2 Media Opps: Hooters launches new, female-focused campaign
Subject: TV, sponsorship, outdoor, Millennial-focused marketing
Company: Hooters of America, Atlanta-based 412-unit “breasturant” chain in the midst of a new strategy implemented last year to turnaround sales, while its rivals continue to soar.
Opportunity: We told you back in May that Hooters planned to steer away from promoting the "Hooters Girls" in its marketing (more The Morrison Agency in conjunction with the Atlanta division of the American Association of Advertising Agencies (4As). It features a table of women discussing men, Jon Gruden and a Hooters' waitress, so it hardly seems like that much if a departure from past marketing campaigns.
According to a press release, the spot is intended to appeal to women specifically, as they are "the fastest-growing demographic of professional football fans." The Fantasy Sports Trade Association (which is a real, not-at-all-made-up thing) estimates that a third of fantasy football managers last year were women. Therefore, female- and sports-focused sellers should be looking for additional revenue here throughout football season. The new spots - "The New Guy" (above) and "Confessions" - will appear in major markets across the country. Alternative versions of the spots will appear on YouTube and the chain is also launching #HootersDraftParty on social media.
Currently, Hooters uses CTI Media for media planning and buying. Digital, we understand, is still handled internally and the company hired Mike Beauchamp as director of digital last fall.
Media Spend: According to Kantar Media, Hooters spent $7.4 million on measured media in 2015 – down slightly from $7.7 million in 2014. Around half of 2015′s spend was allocated to broadcast ads, while most of the remainder went to radio and outdoor ads ($3.4 million combined).
National TV Spend: For 2016, iSpot reports that Hooters has spent only $506,000 to air one national spot - "Beach Love." The spot ran on FOX and Fox Sports during shows such as "NASCAR Racing," "MLB Baseball," "NHRA Drag Racing" and "NASCAR RaceDay."
For full 2015, Hooters spent $5.3 million on national TV ads, $3.1 million of which was spent from January to August. Note that activity was highest during September and October, so be sure you are reaching out now to secure these dollars. See chart for 2015 show targeting.
Digital Breakdown: Pathmatics reports that Hooters has spent $151,300 on 40 desktop ads so far this year (21.0 million impressions). Hooters has placed 78% of these ads site direct, while 17% were placed through Google AdX + AdSense and 5% through DSPs such as The Trade Desk and SiteScout (Centro).
Top ad destinations include thechive.com, cbssports.com, joebucsfan.com and nhl.com. It has also spent $18,500 on 32 mobile ads (2.2 million impressions) and $156,500 on nine video ads (8.6 million impressions).
For the same period last year, a little over $200,000 was spent on 27 desktop, 16 mobile and two video ads (13.7 million total impressions).
Competitors: Competitors include other “breasturants,” such as Twin Peaks, Tilted Kilt (who also just named a new AOR – more here).
Hooters of America Inc.
1815 The Exchange
Atlanta, GA 30339
Chief Marketing Officer
Director, Digital (since Oct. 2015)