When the Covid pandemic and nationwide lockdowns hit New Zealand, few industries were affected more severely than hospitality and accommodation. Hotels sat empty, bars and restaurants faced restrictions or closures, tourism disappeared almost overnight, and businesses across the sector began aggressively cutting costs simply to survive.
For the commercial division of Sky TV, that created a major challenge.
Many of Sky’s commercial customers, particularly in hospitality and accommodation, began questioning whether they could justify continuing their commercial subscriptions during a period of reduced foot traffic and financial uncertainty. What had once been viewed as a valuable customer experience feature was suddenly at risk of being seen as an expendable expense.
Sky recognised that their usual sales messaging was no longer enough for the environment businesses were operating in. This was no longer simply about selling entertainment packages. Their sales team needed stronger tools to help commercial customers see Sky as a revenue-generating asset rather than a discretionary cost.
Brand IQ was brought in to review and refresh Sky’s commercial sales presentations, helping reshape the way the value proposition was communicated during one of the most difficult trading periods the sector had faced.
The challenge was to build a business case that felt practical, commercially relevant, and emotionally persuasive at the same time.
Working closely with the Sky team, we developed two new presentation decks designed specifically for the hospitality and accommodation sectors. Rather than relying on feature-heavy product information, the presentations focused on storytelling, customer behaviour, and commercial outcomes.
Using proven narrative structures, simple but impactful graphics, research-backed statistics, and sharper visual storytelling, we reframed the role Sky could play within hospitality businesses. The presentations demonstrated how exclusive live sport could help venues attract loyal patrons, encourage customers to stay longer, and increase spending during key events. They also highlighted the broader entertainment offering available to accommodation providers, from blockbuster movies and premium channels to music and in-room guest experiences.
Importantly, the messaging shifted away from “subscription cost” and toward “customer value.”
Research and supporting evidence were woven throughout the presentations to show how live broadcast events and entertainment experiences directly contribute to customer engagement, longer dwell times, increased food and beverage purchases, and stronger venue atmosphere. In an environment where every customer mattered more than ever, Sky became part of the strategy to help venues recover and retain patrons.
The visual design of the presentations was deliberately clear and uncluttered, helping sales conversations feel more confident and commercially grounded during uncertain times. Complex information was simplified into easy-to-understand visuals and concise messaging that sales teams could adapt naturally in conversations with customers.
The response internally was extremely positive. Sky’s commercial sales teams embraced the new presentations as practical, persuasive tools that helped them navigate difficult conversations with struggling businesses. Most importantly, the refreshed messaging helped commercial customers better understand the tangible business benefits Sky could continue delivering, even during one of the toughest periods the hospitality industry had ever faced.
