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Best Rates, Best Offers and Last Room Available on Accorhotels.Com

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Best Rates, Best Offers and Last Room Available on Accorhotels.Com Accorhotels.com Best communication campaign Hospitality Awards 2012 1.THE BRAND 2.THE CONTEXT 3.THE CHALLENGE 4.THE CONSUMER REALITY 5.THE STRATEGIC IDEA 6.THE OBJECTIVES 7.THE CAMPAIGN 8.PERFORMANCES 1.THE BRAND 2012 is an important year for Accorhotels.com. The online distributor of Accor brands (Sofitel, Pullman, MGallery,Novotel, Suite Novotel, Mercure, Adagio, ibis, ibis Styles, Formule 1/ibis budget, hotelF1 and Motel 6) launched it’s first worldwide brand campaign. Accorhotels.com offers a portfolio of 4 400 hotels in 92 countries for a total of 530 000 rooms around the world. The website is available in 13 languages and generates more than 8 million visits a month. 2.THE CONTEXT The Hospitality & Travel online market has been marked in the past years by strong and structuring evolutions: ‣The rise of pure players and especially OLTA’s - introducing a wider range of choices for online customers and a new fierce competition for hotel brands & distributors as Accor - attacked on their own field. ‣The increase of online booking as in 2012: 26% of people book their hotel on the Internet with a projection of 40% for 2015. 3.THE CHALLENGE Convince people looking for a hotel that they make the best choice by booking directly on Accorhotels.com without using an intermediary. Accorhotels.com has to be considered as a real online distributor specialist of its hotels offering the best prices and services. It’s not an additionnal way to book a room. It’s THE way. 4.THE CONSUMER REALITY FOMO - Fear of missing out - is the new consumer reality. Nowadays, having the choice is no longer a solution but a factor of stress, doubt and confusion. That’s why Accor has a specific mission of reassurance to play for ‘lost’ consumers, via its online distributor: Accorhotels.com. 5.THE STRATEGIC IDEA Reassure consumers on the accuracy of the choice. As a matter of fact, who better than a hotel expert to distribute its own hotels? A simple promise: At Accorhotels.com, there is no guesswork, only guarantees. And 3 proofs: Best rates, best offers and last room available on Accorhotels.com. A new brand-positioning signature: «Know what you are really booking, when you book.» 6.THE OBJECTIVES QUALITATIVE ‣ Raise awareness of the Accorhotels.com brand ‣ Reassure on the core mission of Accor: a specialist of the hospitality industry QUANTITATIVE ‣ Increase traffic on the Accorhotels.com platform ‣ Generate business with the “emergency to book” message supported on TV 7.THE CAMPAIGN ‣ In a very client centric approach, the idea was to put ourselves at people’s place and to rely on their expectations, fears, doubts. ‣ In order to optimize the emergence of the campaign, the creative angle is also specific as it stands out of the usual hospitality communications that tend to push destinations or hotel pictures. ‣ The creation was also thought out to be adaptable, so that each key market could adjust and adapt it. THE CAMPAIGN - TV Movie Boardroom – 30’ Movie Couple – 30’ http://youtu.be/McSV85yUmAg http://youtu.be/cxn_-scDB6E THE CAMPAIGN - Print THE CAMPAIGN - Print THE CAMPAIGN - Display All messages have been adapted on online ads. THE CAMPAIGN - Com in hotel Digital Screens (Lobby) Posters THE CAMPAIGN – Sport sponsoring activation Movie Europcar – 30’ http://youtu.be/Ev8rImT0ik8 Accorhotels.com is a partner of the Europcar team during the Tour de France. For the occasion a third version of the TV spot was created with riders such as Thomas Voeckler. As the Tour de France is broadcasted exclusively on « France Televisions », the French public group of television, a full package was negociated to run during the competition. THE CAMPAIGN - Campaign nature & Targets This general public campaign was conceived by DDB Paris for a wide audience, online bookers (from 25 to 49 years old). As an international campaign, key markets were France, United Kingdom, Germany, Brazil, Austria and Africa. Planning: Creation & Production: from January to May 2012. Launching: May 2012 - for a 3 months duration and continues to live as of today, as new countries are still adapting it. Global budget: 3,7M€. THE CAMPAIGN - Medias Owned media -Website -Digital screens -Posters Paid media -Newsletters -TV (Canal+, TNT, France 2, France 3, France 24 et TV5 «Know what you are Monde) really booking, when -Catchup TV you book.» -Display -Press -OOH (stations or airports) Earned media - Facebook - Twitter - Youtube - PR 8.PERFORMANCES @ TV Online video Online ads 367 GRP 37M videos 99M impressions 80% Coverage 27 9203 clicks 66 412 clicks Average frequency 4.6 0,75% CTR 0,07% CTR 1253 spots 71 658 videos viewed 4 insertions 6 091 clicks CTR 8,5% Video seeding Print 8.PERFORMANCES 200 000€ of additional revenues have been generated the week after the launch of the campaign. And the best visits’ number ever recorded of 1.1 M on Accorhotels.com generated 50,000 sales on a day. VISITS 25 000 000 20 000 000 15 000 000 01 02 03 04 05 06 07 08 Campaign 8.PERFORMANCES VISITS Average of 250 000 daily Best visits’ number ever visits on with 1.1M visits in a day Accorhotels.com during june period SALES Average of 14 000 daily 50 000 sales daily during sales on the campaign (june/july) Accorhotels.com .
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