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 guests, media and partners Meetings with experts and producers of Men s fashion Hotel animation based on cooperation with local showrooms and boutiques Clothing swap party based on social media animation of local communities and guests Forthcoming program for development of young fashion designers and creators
IMPLEMENTATION IS BASED ON INTERNAL COOPARATION BETWEEN: Hotels general managers (GMs), guest experience managers and operation teams Marketing, PR Events Regional service support teams: Marketing Events & Sponsoring Hotel teams PR Distribution/digital Le Club AccorHotels loyalty program GM Women at AccorHotels Generation members Distribution/digital
PROJECT TEAM SPONSOR Luc Gesvret V.P. Sales, Distribution, Marketing, RM & Loyalty Eastern Europe PROJECT MANAGEMENT Joanna Świerkosz V.P. Marketing, Quality, Loyalty, Eastern Europe Marcin Szymański Midscale Segment 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
ACCORHOTELS Titre de la 19/09/2017 9 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 organizing the live stream from the event, to animate hotels Facebook page
LET S SEE THE RESULTS (after 7 events in Warsaw, Tri City, Krakow, Budapest and Poznań) ~200 publications (with ~ 251K EUR AVE) 80 journalists hosted online, press & TV reporters, opinion leaders, influancers and bloggers 65 celebrities ~54.6M reach All publications, social media actions (FB,Instagram), blogger coverage
ACCORHOTELS Titre de la 19/09/2017 1 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 Mercure Gdańsk Stare Miasto Mercure Budapest City Mercure Wrocław Centrum 2018 Mercure Warszawa Grand Mercure Krakow Stare Miasto Mercure Warszawa Grand Mercure Poznan Centrum Continuation of event organisation Tool kit send out 2018 Full model in Mercure Warszawa Centrum Animations, partners and timing to be decided by each hotel Tool kit send out 2018 Trial in Mercure Warszawa Grand Animations, partners and timing to be decided by hotels
OR HERE
MARCIN SZYMAŃSKI Midscale Segment Manager Eastern Europe marcin.szymanski@accor.com