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Radisson Hotel Group picks Accenture Interactive for global experience duties

Radisson Hotel Group has appointed Accenture Interactive as its global experience agency, to increase the digital presence of its brands and hotels, and transform the digital experience to improve customer acquisition and retention.

Accenture Interactive will offer digital marketing services for Radisson Collection, Radisson Blu, Radisson, Radisson RED, Park Inn by Radisson and Country Inn & Suites by Radisson, covering more than 1,100 hotels in operations across 80 countries. These include Indonesia, China, the Philippines and Thailand. The agency will leverage the hospitality expertise of Accenture’s Travel Industry Group, and apply technology and data for personalised and targeted campaigns across all digital channels. It will also curate unique tailored content in a bid to increase qualified traffic to drive new business for the group. Accenture Interactive has also helped the group create a chatbot designed especially for meeting and events planners.

In a statement to Marketing, a spokesperson for Accenture Interactive said the appointment, which will last for more than four years, will also cover Singapore, Malaysia and Hong Kong. The spokesperson added that the RFP was issued last August, and that the agency was chosen because of its strong digital marketing capabilities, its approach based on transparency, as well as the ability to help Radisson own technology and data, global capabilities and strong hospitality industry knowledge.

“At present, we are focusing on the onboarding of Accenture Interactive. The complete roll out will start in different phases throughout 2018, with the aim to be fully operational by the start of 2019,” Radisson’s spokesperson added in a statement to Marketing.

Remy Merckx, VP digital, Radisson Hotel Group, said the group is striving to differentiate itself from the rest through personalised and meaningful experiences, making every moment matter for its guests.

Anatoly Roytman, senior MD, Europe, Africa, Middle East and Latin America lead and global commerce offering lead, said the agency can offer a new approach to build creative digital campaigns, as well as a solid channel strategy to raise brand equity, revenue growth and customer love.

“Taking a holistic approach to data, creativity and marketing technologies means we can support Radisson Hotel Group to deliver market-leading digital campaigns,” he added.

This, by no means is Accenture Interactive’s, first big global client. Last year, Maserati also appointed Accenture Interactive for global experience duties to boost its customer experience across digital channel. Recently, Accenture acquired New York-based digital agency Meredith Xcelerated Marketing (MXM), which focuses on integrated marketing, cross-channel strategy development and creative execution. MXM has experience in bringing together high-performing content, customer data, marketing strategy and creative development to drive business impact for highly recognisable brands.

Meanwhile, Accenture recorded a net revenue of US$9.6 billion for the second quarter of 2018 (Q2 18) ended 28 February 2018. Its growth markets, which include Asia Pacific and Middle East, witnessed growth from US$1.52 billion to US$1.82 billion in Q2 18, while North America posted a revenue of US$4.28 billion, compared with US$3.96 billion during the same period last year.

In 2017, the company launched a digital hub in Singapore, a move supported by the Singapore Economic Development Board. The hub aims to aid clients in the region to develop and apply disruptive solutions to help transform their businesses in view of today’s digital economy. It also appointed former CTO of Telekom Malaysia Giorgio Migliarina as communications and media industry lead for Asia Pacific last year.

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