Accor is one of the largest hotel companies in the world. However, in the UK it is a challenger to well-known, big-spending chains like Premier Inn and Hilton. Our work focusses on the mid-range hotel brands in the Accor repertoire. The challenge is primarily to give customers reasons to choose these brands over and above the cheaper options (which are growing in quality all the time). Bookings are up across all brands.
As part of our work driving room bookings for Novotel, we managed the sponsorship of London Cocktail Week. In addition to creating a bespoke Novotel cocktail and making some street experiences, we launched a promotional website with a chance to win lots of prizes including free nights and, of course, free cocktails. Bookings are up across all periods and locations.
Novotel provide a consistently high standard across their hotels. We used idents sponsoring the Channel 4 weather forecast to showcase their offering, and give a large audience a quick tour of the kind of standard and facilities they can expect when they book with them.
Playfully connecting with their sponsorship of the Channel 4 weather, this series of idents conveys the characterful aspect of the Mercure brand, whilst still expressing the high quality offering that guests can expect throughout their hotels.
In partnership with television wine experts Susie & Peter, we created Flavours from the Cellar – a wine list that describes the character of the wine being offered. The list is accompanied by a booklet for hotel staff, giving them knowledgeable details of the wine they’re serving, to help them offer guests a more informed experience.
MBA have always demonstrated a total commitment to helping to deliver both effective and creative brand response communications for our brands, which over the years has seen a major increase in bookings across all periods and locations.
Karelle Lamouche Marketing Director, Accor UK
