Fox Life

THE OPEN ROAD
2018

Objective
Drive awareness and spark conversations on social media channels around the new show.

Connecting with the audience

In a lifestyle channel like Fox Life, that is packed with vibrant and wholesome programming for a diverse audience between the ages of 15 – 45, the challenge was how to make the show stand out.
The Open Road is a travel show like no other. The hosts were action loving women bikers who traveled on their Harleys to 3 countries. Our communication strategy was to bring the adventure to social media platforms and appeal to specific audience mindsets i.e. adventure travel enthusiasts, motorcycle fans and reality TV followers.
We brought this alive through a teaser and reveal campaign, with posts, videos and trailers of the show, showcasing interesting and intriguing content about the hosts, the countries they visited, the local cuisines and their adventures.
The campaign was sustained through social media competitions and allowing the audience to interact with the hosts online through Q&A sessions to drive engagement.