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Best Communications Campaign WORLDWIDE HOSPITALITY AWARDS PRESENTATION Best Communications Campaign WORLDWIDE HOSPITALITY AWARDS PRESENTATION 1. Is this innovation part of a strategy whose aim goes beyond the conquest of the distribution line or online marketing? The core aim of the AccorHotels Australian Open campaign was to build brand awareness and consideration via association with one of the world’s great sporting events, the Australian Open, and one of the world’s great athletes, Serena Williams. 2. What are the innovative or original aspects of this operation? AccorHotels is the first ever Official Accommodation Partner of the Australian Open. 3. What are the principle components in terms of sales promotion? This campaign was created to drive brand awareness, consideration and build association between AccorHotels, the Australian Open and Serena Williams. Serena Williams AccorHotels Australia Ambassador CONCEPTION 1. Who is behind this project? AccorHotels Asia Pacific is the hotel company driving this project. 2. Who is in charge of the implementation and the evolution of this campaign? Graham Wilson – Chief Marketing and Distribution Officer Asia Pacific. 3. What means have been devised to ensure management and evaluation? The campaign was managed closely with agency and media partners to ensure delivery. AccorHotels branding was exposed to more than 700,000 spectators across the 2 weeks of the Australian Open 4. Who is implicated in the company? • Graham Wilson, Chief Marketing and Distribution Officer Asia Pacific • Michael Parsons, Vice President Marketing and Strategic CHAMPION Relationships Asia Pacific ICON • Bridie Commerford, Vice President Marketing Communications GUEST Australia • Tim Gray, Brand Manager AccorHotels Australia Serena Williams AccorHotels Australia 5. Does this innovation concern external partners? Ambassador SOFITEL UNVEILS ITS NEWEST LUXURY Yes, we employed creative agencies Litterini & Clarke (Sydney) and CIRESORT Advertising IN (Sydney) SINGAPORE to develop the creative executions. Vizeum (Sydney) were responsible for the media planning and buying. 6. What are the types of collaboration/partnership put in place? Australian Open: AccorHotels has partnered with Tennis Australia and the Australian Open to be the first ever Official Accommodation Partner of the Australian Open. Serena Williams: To further leverage the Australian Open partnership, we approached No.1 ranked female tennis player and one of the world’s greatest sportspeople Serena Williams to act as the AccorHotels Australian Open Ambassador. Serena Williams appeared in all AccorHotels’ Australian Open marketing activity over the Australian Open period. Sofitel Singapore Sentosa Resort and Spa, Singapore AccorHotels proudly operates more than 3,700 hotels and resorts in 92 countries Back page cover wrap – Australian Financial Review COMMUNICATION AND IMPLEMENTATION 1. How was the communication campaign implemented? The AccorHotels Australian Open Campaign featuring Serena Williams was implemented for through an integrated national media campaign via the following channels for all of our internal users, clients and partners: • Large scale OOH billboards in Melbourne, Sydney and Brisbane • Small scale street furniture posters located throughout Melbourne • A national digital campaign on the Australian Open website AusOpen.com • PR releases • Social media (Facebook, Instagram and Twitter), including a promotion where the public had the chance to win two tickets to the Australian Open Women’s final • In-hotel activations, including lobby posters and digital screens 2. How did you involve employees, clients and partners in the implementation of this marketing campaign? The campaign was designed to be a public facing campaign to drive brand awareness and increase consideration. Outdoor media Sydney Airport Joyce Drive West Corner Flinders Station and Swanson Streets, Melbourne Outdoor media across Melbourne and Brisbane Australian Open Event Guide app SERVING YOU AT OVER 3,700 HOTELS WORLDWIDE WE ARE FAR MORE THAN JUST A WORLDWIDE LEADER IN HOSPITALITY We are 180,000 women and men globally who share the unique experience of greeting millions of guests into our hotels every day. We do this so that you can feel welcome. accorhotels.com Additional AccorHotels branding included a full colour advert in the Official Australian Open Program and through digital assets such as the Australian Open website – www.AusOpen.com – and via the Australian Open app with AccorHotels branding featuring across many app pages. Serena Williams shows off belly button piercing at Australian Open Players Party | Da... Page 1 of 21 Serena Williams shows off belly button piercing at Australian Open Players Party | Da... Page 1 of 21 DailyMail Monday, Jan 18th 2016 11AM 27°C 2PM 29°C 5-Day Forecast Serena Williams shows off belly button piercing at Australian Open Players Party | Da... Page 1 of 21 DailyMail Monday, Jan 18th 2016 11AM 27°C 2PM 29°C 5-Day Forecast Home U.K. U.S. News Sport TV&Showbiz Femail Health Science Money Video Coffee Break Travel Fashion Finder TV&Showbiz Home U.S. Showbiz Headlines Oscars Arts Pictures Showbiz Boards Red Carpet Serena Williams stuns on dayLogin one of the Open with court couture Page 1 of 2 Home U.K. U.S. News Sport TV&Showbiz Femail Health Science Money Video Coffee Break Travel Fashion Finder 1/18/2016 AccorHotels reveals tennis ace Serena Williams as new Australian ambassador ­ Hotel Management TV&Showbiz Home U.S. Showbiz Headlines Oscars Arts Pictures Showbiz Boards Red Carpet Login Serena Williams stuns on day one of the Open with court couture Page 1 of 2 1/18/2016 Navigation AccorHotels reveals tennis ace Serena Williams as new Australian ambassador ­ Hotel Management 1/18/2016 AccorHotels reveals tennis ace Serena Williams as new Australian ambassador ­ Hotel Management Serena Williams stuns on day one of the Open with court couture Page 1 of 2 You are reading the full text of a subscriber-only online news item, provided by the publisher to Isentia Navigation DailyMail Monday, Jan 18th 2016 11AM 27°C 2PM 29°C 5-Day Forecast You are reading the full text of a subscriber-only online news item, provided by the publisher to Isentia Navigation You arefor reading your the full textexclusive of a subscriber-only use online newsas item, part provided of by yourthe publisher Isentia to Isentia service. © 2015 News Corp Australia Copyright Agency. for your exclusive use as part of your Isentia service. © 2015 News Corp Australia Copyright Agency. for your exclusive use as part of your Isentia service. © 2015 News Corp Australia Copyright Agency. Boozy Brits drag 'It's practically British tourist, 30, Will Lord Bramall 'We don't wantSerena to Williams stunsMiddle on day oneclass of the saversOpen with court coutureBig cat stars of TVPage 1 of 2 chic French ski impossible to vanishes without a sue? Fury after Met die': What Ryanair could lose a third of forced to put on a Serena Williams stuns on day one of the Open with court couture Page 1 of 2 Boozy Brits drag 'It's practically British tourist, 30, Will Lord Bramall 'We don't want to You are readingMiddle the full text class of a subscriber-only savers onlin e newsBig item, cat provided stars by the publisher of TV to Isentia Site Web Enterfor your exclusive your use search as part of your Isentia service. © 2015 News Corp Australia Copyright Agency. You are reading the full text of a subscriber-only online news item, provided by the publisher to Isentia Workingchic French it!ski Serenaimpossible Williamsto vanishes shows without a sue? off Fury belly after Met die': What Ryanair could lose a third of forced to put on a for your exclusive use as part of your Isentia service. © 2015 News Corp Australia Copyright Agency. Home U.K. U.S. News Sport TV&Showbiz Femail Health Science Money Video Coffee BreakSerenaTravel WilliamsFashion stuns Finder on day one of button piercing as she bares midriff in a Site Web Enter your search Serena Williams stuns on day one of AccorHotels reveals tennis ace Serena Williams as TV&Showbiz Home U.S. Showbiz Headlines Oscars Arts Pictures Showbiz Boards Red Carpet the Open with court coutureLogin Working it! Serena Williams shows off belly the Open with court couture crop-top at Australian Open Players Party... by Luke Dennehy new Australian ambassador button piercing as she bares midriff in a HERALD SUN, 18 Jan 2016 3:27PM Aby Jcamceso WrilkHinson otne Jalnsua ryr 1e5, v201e6 ain Elmsa il tNewnslentteri,s Ho teal Ncewes, HSumeanr Reesnourace sWilliams as by Luke Dennehy AccorHotels reveals tennis ace Serena Williams as after telling fans 'confidence equals sexy' Serena Williams stuns on day one of HERALD SUN,Serena 18 Jan 2016 Williams 3:27PM stuns on day one of new Australian ambassador crop-topBy MONIQUE FRIEDLANDER at AustralianFOR DAILY MAIL AUSTRALIA Open Players Party... the Open with court couture the Open with court couture bny Jeamwes W Ailkinusons ont Jranaualryi 1a5, n201 6a in mEmaibl Neawsletster,a Hodtelo Nerws, Human Resources PUBLISHED: 13:33 EST, 16 January 2016 | UPDATED: 07:53 EST, 17 January 2016 1 by Luke Dennehy by James Wilkinson on January 15, 2016 in Email Newsletter, Hotel News, Human Resources after telling fans 'confidence equals sexy' Serena Williams stunsby Luke Dennehy on day one of HERALD SUN, 18 Jan 2016 3:27PM HERALD SUN, 18 Jan 2016 3:27PM By MONIQUE FRIEDLANDER FOR DAILY MAIL AUSTRALIA 1 PUBLISHED:Boozy 13:33 BritsEST, 16 drag January 2016'It's | UPDATED: practically 07:53 EST, 17 JanuaryBritish357 2016 tourist, 30, Will Lord Bramall 9'We don't want to Middle class savers Big cat stars of TV shares the Open with court couture 1 chic French ski impossible to vanishes without a sue? FuryView after comments Met die': What Ryanair could lose a third of forced to put on a She is known for her confidence on and off the tennis court. 357 9 Site Web Enter your search And on Friday night, Serena Williams remained true to formshares as she strutted her stuff atView the comments by Luke Dennehy SerenaAustralianWorking OpenWilliams Players it! Party Serenashows at the offClub bellySofitelWilliams Loung buttone in Melbourne.
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