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

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

CONCEPT ELEMENTS

IMPLEMENTATION IS BASED ON INTERNAL COOPARATION BETWEEN:

• Hotels – general managers (GMs), guest

experience managers and operation teams

• Regional service support teams:
• Marketing
• Events & Sponsoring
• PR
• Distribution/digital
• Le Club AccorHotels loyalty program
• Women at AccorHotels Generation

members Marketing, PR Events GM Distribution/digital Hotel teams

PROJECT TEAM

IMPLEMENTATION & PR SPONSOR PROJECT MANAGEMENT Luc Gesvret V.P. Sales, Distribution, Marketing, RM & Loyalty Eastern Europe

Joanna Świerkosz V.P. Marketing, Quality, Loyalty, Eastern Europe Marcin Szymański Midscale Segment Manager, Eastern Europe 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

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COMMUNICATION STRATEGY In order to reach its goals Mercure Fashion events are shared with public through 2 media pillars:

• Public Relations
• Social media

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
• rganizing the live stream from

the event, to animate hotels’ Facebook page

LET’S SEE THE RESULTS

~200 publications

(with ~ 251K EUR AVE)

80 journalists hosted

• nline, press & TV reporters,
• pinion leaders, influancers and bloggers

65 celebrities

(after 7 events in Warsaw, Tri City, Krakow, Budapest and Poznań)

~54.6M reach

All publications, social media actions (FB,Instagram), blogger coverage

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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

ROLLOUT SUMMARY IN 2017

Tool kit send out Trial in Mercure Warszawa Grand Tool kit send out Mercure Warszawa Grand Mercure Warszawa Grand Mercure Krakow Stare Miasto Mercure Gdańsk Stare Miasto Mercure Budapest City Mercure Poznan Centrum Mercure Wrocław Centrum

2018

Tool kit send out Full model in Mercure Warszawa Centrum Animations, partners and timing to be decided by each hotel Animations, partners and timing to be decided by hotels

2018

Continuation of event organisation

2018

OR HERE

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