21.12.2102: Mayans predicted the end of the world... They did not predict that Suite Novotel would be there!
9/20/2013 1 Contents I. Context Context Our objectives
II. Strategy Strategy plan An exclusive buzz operation Tools
III. Results PR PR 2.0 Social media Occupancy Rate Our conclusion
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Context
December 21st, 2012 was the end of the Maya calendar…
For some, including Suite Novotel, this date heralded the start of a new era of positive transformations, both physical and spiritual. To mark the occasion, the brand organized an unprecedented event, “21.12.2012. Revival”, to accompany its guests into “the world thereafter”.
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Our objectives
. Increase Brand Awareness . Reinforce Brand image & Brand Value . Federate hotel teams . Increase Suite Novotel bookings during the low Christmas period
4 Strategy Plan
In line with Suite Novotel DNA, surprises, amazement and imagination were the key words for this operation.
We have chosen to implement the following strategies: . PR . Network Animation . Social Media
Thanks to: . A media campaign on social networks . A special offer for guests: « 21.12.2012 Revival ». . A PR cocktail party on 21.12.2012.
5 PR strategy
70 journalists and bloggers contacted
6 PR Strategy
They received : - a Maya countdown - a survival kit Maya countdown - Invitation to the PR cocktail party on Survival kit 21.12.2012.
Make them relieve our offer
7 Network Animation strategy
More than 80 000 guests saw our offer through newsletters
Involve 29 hotels in the same project ! How ? Creating a special offer for guests on 21.12.2012 in every hotels ! 8 Social Media strategy
Viralise our project quickly with a minimum investment
Facebook Suite Novotel Accor corporate Facebook Novotel Account Facebook Accor
9 An exclusive Buzz operation
. A sensitive and controversial subject: the end of the world
. The only hotel brand to dare
. A buzz made with a minimum investment
. An humoristic and participative experience for the guests
. Strong network commitment
10 Tools : A dedicated website 1/2 Countdown before the end of time
Survival video A dedicated website in FR, EN, ES, DE
11 Tools : Dedicated website 2/2
Clickable banner Survival Tips for bookings
12 Tools: Social Media
On Facebook: On Twitter: - Special banners & Ads - Monthly tweets - 2 posts per week in FR & EN
13 Tools: Social Media
Click on the picture to play the video
The «Breaking News » video was broadcasted on 22.12.2012 morning on all hotels TV screens and on
14 Tools: Social Media
The survival tutorial was shot during the « Night End Cocktail » and then broadcasted on and the dedicated website.
15 Tools: Special offer Buoy On December 21st, Timer Freeze-dried food a special offer from €75 for 2 persons including: Whistle – 1 survival kit (a buoy, a whistle, a first-aid kit, freeze-dried food, bright sticks) – 1 invitation for a futuristic cocktail party – A night in a 30 sqm. suite – A « new world » breakfast – Lots of surprises (New-world decoration in the lobby in the morning, survival tips
First aid kit Bright sticks 16 D Day Reims Room Decoration in Malaga
One amazing evening in each Suite Novotel Hotels !
Survival Kit in Malaga
Reims 17 Cocktail party in Marseille Reims Survival guide
Tools : PR cocktail party
On 21.12.2012 @ Suite Novotel Issy les Moulineaux in Paris. A guide providing survival tips inspired from the series «Man vs Wild»
Smocking futuristic cocktails New World Decoration Yummy crispy bugs
18 PR Results . 7 TV broadcasts
. 10 Radio feedback items
Marie Bonhommme on L’Expression.com . 56 press feedback items (Suite Novotel Product & Communication Director)
19 PR Results
Click here:
20 For 1 night only over €100 000 Valuation in purchase media just in France
21 PR 2.0 Results
Articles and blogs gathered more than 1 000 unique visitors to our dedicated website
22 Social Media Results
720 000
unique Facebook users saw the ads
23 Our Conclusion
. Suite Novotel in the spotlight over 70 media during the busy Christmas period
. Greater awareness in people’s mind
. 100 % of the network involved and committed
. Results beyond expectations: €100k media value
9/20/2013 24 Thanks for your attention
Contact : Lambert Lloret Tel : +33 (0)1 45 38 47 14 Mail : [email protected]
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