After months of touting all of the talent it will have on hand for Fox Nation, its upcoming OTT subscription service, Fox News has assembled those stars—including Sean Hannity, Laura Ingraham and Jeanine Pirro—for a new promo that plays up the new offering’s “members-only” feel.
The promo, which will begin airing Nov. 27, the same day the service launches, on Fox News and Fox Business Network, includes almost all of the talent that will be featured on Fox Nation as they gather at an exclusive club to drink, shoot pool and share laughs
“Fox Nation isn’t just an on-demand, subscription OTT service. It’s a members-only destination, a club that we want people to join,” said John Finley, svp of development and production, Fox News.
To that end, in addition to featuring exclusive content from many of Fox News’ most popular stars, Fox Nation will hold “fan engagement events” regularly around the country, like the one it had outside Fox News’ New York headquarters on election night. Another big event, known internally as the Fox Nation Summit, is scheduled for February.
The club promo, explained Finley, is a message to viewers: “It’s a place you want to be. It’s an experience you don’t want to miss, for the passionate Fox News fans who want to get more of our talent, closer to our talent, the names they love and trust.”
The promo was conceived in-house and shot by Big Chief production company in a converted Fox News studio. It took several months to get the pieces together and coordinate the schedule for its talent, who assembled on a weekday in early September.
“Everyone had a great time, and the Fox Nation atmosphere really took life right in front of us,” said Finley.
In addition to Hannity, Ingraham and Pirro, the promo also includes the Fox & Friends co-hosts (Steve Doocy, Brian Kilmeade and Ainsley Earhardt) and two dozen other personalities who will contribute daily, weekly or monthly content to Fox Nation. Those names include Tomi Lahren, Brit Hume, David Webb, Britt McHenry, Andrew Napolitano, Dana Perino, Rachel Campos-Duffy and Gregg Jarrett.
One big Fox News personality missing from the promo is Tucker Carlson. The network said he is expected to be involved in Fox Nation but programming details haven’t been announced yet.
Other footage filmed during that promo shoot will be used for future promos about Fox Nation and its programming, said Finley, adding that another wave of the campaign will be set for next month or early January.
Some news companies see their OTT offerings as an opportunity to reach a younger viewer. Acting CBS CEO Joe Ianniello said on an earnings call earlier this month that the average age of the CBSN viewer is 38, which is “decades younger than the average broadcast and cable news viewer.”
But Fox News, whose median age is more than 65, according to Nielsen, said it’s targeting “superfans” from all demos, not just younger ones. “Everybody is welcome at Fox Nation. We want as many people as possible,” said Finley.
Last month, Fox News unveiled the pricing structure for Fox Nation. The service will cost $5.99 per month or $64.99 per year, but prior to launch, Fox Nation is offering an early deal for subscribers to become “founding members” of the service by buying one of four Founders Program packages, ranging from $60 to $1,200.
In addition to the new promo, Fox Nation—which will be ad-free at launch—is running a “Feeling Left Out” out-of-home campaign for next week’s launch, with billboards in 10 major cities like New York, Chicago, Philadelphia, Houston, Atlanta and Washington, D.C.