concept of events enriching guests experience Mercure, an - PowerPoint PPT Presentation

concept of events enriching guests experience Mercure, an AccorHotels brand (Eastern Europe) Worldwide Hospitality Awards 2017

PROLOGUE With the diversity of its network, its passion for achieving the highest quality – where every detail matters – and its ability to gather what's best from the local environments where it is present, Mercure uses fashion as a tool to express its personality and spirit. Living „ in harmony with people and places ” Mercure hotels are the reflection of regional character: especially local communities and traditions.

WHY FASHION? Fashion itself combines the beauty of motion, the intricacy of design and the strength of architecture. It is truly a potent art form. Within it lies the power of self-expression. As the most powerful art form there is – with its movement, design, and architecture, all in one – it reveals to the world who we are. Connecting Mercure with fashion, by laying the foundations for a series of special events, will enable it to display its elegant nature. Based on cooperation with variaty of partners, Mercure Fashion invites style, trends and mode to hotel’s interiors.

OUR OBJECTIVES Enhance the visibility of the brand and hotels • (local market) Enrich brand experience • CONCEPT BENEFITS These dedicated activities may impact hotel performance by: • Creation of hotel’s perception as fashionable place • Opportunity to create buzz and animate followers on Social Media • Boosting revenue on F&B • Bringing business (establishing new relations with partners or clients) • Enriching guests’ entertainment and animating the local community

CONCEPT ELEMENTS Unique Fashion events for Meetings with experts and guests, media and partners producers of Men’s fashion Clothing swap party based on Forthcoming program for Hotel animation based on social media animation of local development of young fashion cooperation with local communities and guests designers and creators showrooms and boutiques

IMPLEMENTATION IS BASED ON INTERNAL COOPARATION BETWEEN: Marketing, PR Events  Hotels – general managers (GMs), guest experience managers and operation teams  Regional service support teams: • Marketing Hotel teams • Events & Sponsoring • PR • Distribution/digital GM • Le Club AccorHotels loyalty program • Women at AccorHotels Generation Distribution/digital members

PROJECT TEAM SPONSOR Luc Gesvret V.P. Sales, Distribution, Marketing, RM & Loyalty Eastern Europe PROJECT MANAGEMENT Joanna Świerkosz Marcin Szymański V.P. Marketing, Quality, Midscale Segment Loyalty, Eastern Europe Manager, Eastern Europe IMPLEMENTATION & PR Agnieszka Kalinowska Events & Sponsoring Manager

EXTERNAL COOPERATION Mercure Fashion build its unique experience on cooperation with wide range of associates : Fashion designers • Beauty industry representatives • Local shop owners • Influential and well-known stylists •

COMMUNICATION STRATEGY In order to reach its goals Mercure Fashion events are shared with public through 2 media pillars: • Public Relations • Social media ACCORHOTELS | Titre de la 19/09/2017 9 présentation

PUBLIC RELATIONS ACTIVITIES • Themed event invitations, sent via e-mail or in printed form by courier to the clients/partners • Drawing attention of media by communication the presence of invited celebrities Preparation of post-event press release and send-out to • journalists, printed magazines, online portals Distribution of essential press materials, photographs of • the event and gadgets to journalists Follow up and media coverage generation • Creation of media report •

SOCIAL MEDIA ACTIONS Creation of a pre-posts and • posts summing up the event Boosting visibility via blogger • coverage Special invitation for the event • as a winnig prize in online contest for brand followers Guest Experience Managers • organizing the live stream from the event, to animate hotels’ Facebook page

(after 7 events in Warsaw, Tri City, Krakow, Budapest and Poznań) LET’S SEE THE RESULTS ~200 publications 80 journalists hosted 65 celebrities ~54.6M reach (with ~ 251K EUR AVE) online, press & TV reporters, All publications, social media actions opinion leaders, influancers and bloggers (FB,Instagram), blogger coverage

PROCESS OF THE CAMPAIGN EVALUATION Instytut Monitoringu Mediów ( Institute of Media Monitoring ) is one of the biggest polish companies operating in the polish media monitoring market . The essence of IMM’s actions it to search, analyze and archive the releases appearing in the media. Based on their own results, they are creating more complex products. Their reports are used to evaluate the brand image. Key indicators measured for Mercure Fashion events: • ADVERTISING VALUE EVALUATION (AVE) • CLIPPINGS • REACH ACCORHOTELS | Titre de la 19/09/2017 1 présentation

ROLLOUT SUMMARY IN 2017 Mercure Mercure 2018 Mercure Wrocław Tool kit Gdańsk Budapest City send out Stare Miasto Centrum Mercure Mercure Mercure Mercure Continuation of event organisation Warszawa Krakow Warszawa Poznan Grand Stare Miasto Centrum Grand 2018 Tool kit send out Animations, partners and timing to be decided by each hotel Full model in Mercure Warszawa Centrum 2018 Tool kit send out Animations, partners and timing to be decided by hotels Trial in Mercure Warszawa Grand

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MARCIN SZYMAŃSKI Midscale Segment Manager Eastern Europe marcin.szymanski@accor.com