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AccorHotels_A

Targeting your audience in an increasingly cluttered world

This case study post is sponsored by FOX Networks Group.

Problem

With a large variety of properties attracting a wide range of clientele, accorhotels.com is the online destination for travellers who want to feel inspired and welcomed in AccorHotels across Asia Pacific.

Objectives

With this campaign, AccorHotels needed to drive awareness and preference of its booking platform, and demonstrate high quality service of AccorHotels’ properties and staff in key markets.

Solution

Insight: Being busy is the norm. Everyone is busy. Increasingly, we seek products and services that fulfill our needs quickly and conveniently. A remedy to busy is ease. To accomplish more, you have to do less. How can AccorHotels’ offering help consumers to choose and book a hotel in an increasingly busy world?

By increasing brand awareness, communicating the “Feel Welcome” brand story and promoting their one-stop booking platform accorhotels.com, AccorHotels will facilitate a quicker decision-making journey for consumers, who will book via one destination with confidence.

FOX Sports, the perfect team mate: At FOX Sports, our core business is content. We are storytellers, creators and curators. We understand how to craft a narrative that will captivate an audience. The strength of the credibility and affinity associated with the FOX Sports brand, plus the access received as the leading global sports broadcaster coupled with our extensive distribution network, provides a compelling opportunity for our partnership clients.

Execution

The campaign solution - #OneClickWelcome

  • Create and distribute world class branded content pieces to communicate AccorHotels’ USP’s
  • Provide broadcast partnership and integration into top tier Sport events, to activate AccorHotels’ sponsorships

Based on the “Busy vs Easy” insight, we developed a series of content pieces featuring three FOX Sports presenters, showcasing how they manage their time to get the best out of life, while travelling abroad on an assignment. Faced with so many options, they choose the simple way to organise their trip and their lives. Each presenter and their story was selected specifically to resonate with the three target audiences – sports enthusiast, frequent travellers and Millennials.

Whilst showcasing the functionality of the travel involved in the presenters’ roles, the pieces also provided the audience a glimpse of the personalities behind the presenters, their passions and lifestyles.

The content catalogue comprised of short-form vignettes, cut downs, animated pieces, stills and gifs, distributed via FOX Network Groups (FNG) assets spanning;

  • Premium TV placement on FOX Sports, Nat Geo, StarWorld and FOX channels – reaching over 47 million households across 22 countries.
  • com, natgeo.com and FOX Sports social media channels with over 1.7 million followers.

AccorHotels sponsorships of the Australian Open and French Open Grand Slam Tennis events provides an exceptional platform to communicate their USPs. As the official broadcaster of these major events, FOX Sports was the ideal partner to activate these sponsorships to share AccorHotels’ brand story and reach a much larger audience.

The activation plan included:

  • High impact broadcast and digital sponsorship of the Australian Open and French Open on FOX Sports.
  • Branded content pieces shot at AccorHotels in Melbourne and Paris featuring tennis stars such as Serena and Venus Williams, integrated into the broadcast as part of the event coverage.

The branded content and sponsorship campaigns were supported by a targeted commercial media schedule across FNGs TV and digital platforms, reaching over 47 million households across 22 countries.

In addition, we contributed to AccorHotels’ below the line VIP rewards program. FNG facilitated a money-can’t-buy experiential packages for VIP tickets to premier live sporting events including F1 Singapore, MotoGP Malaysia, UFC & Rugby Sevens, plus Nat Geo Live events.

Results

The campaign reached nearly 8 million fans in Asia during the Australian Open tennis and over 5.5 million for the French Open. Half-way through the year, AccorHotels TV, digital and branded content have reached:

  • 6+ million affluent individuals
  • 755K+ frequent travellers
  • 500K+ millennials

It generated near 65 million in TV impact (source: IPSOS Affluent Asia Survey, 01-Jan to 30-Jun, 2017).

“Since the AccorHotels.com awareness campaign commenced on the FOX Network TV channels and through the FOX Network digital platforms AccorHotels has seen a number of positive trends and results through awareness tracking for AccorHotels and through website visitations and bookings,” Michael Parsons, VP marketing and strategic relationships – AccorHotels Asia Pacific, said.

An initial brand awareness survey was conducted post the Australian Open 2017 which showcased a heightened awareness for AccorHotels and the brands within the hotel portfolio. A significant impact followed the Serena Williams partnership with creative assets featuring the tennis star. A record CTR was directly linked to the Serena digital banners and through the exclusive TV content created for Serena Williams with FOX Sports. The synergies were evident in the sentiment of the consumer survey results.

From an accorhotels.com website visitation and booking analysis, while half year results are pending, the correlation to visitations directly aligned to key TV promotional spots, especially over the Australian Open.  Visitation spikes were evident during the major airing of AccorHotels’ content, and AccorHotels and accorHotels.com took a front of mind approach with exclusive content supporting traditional TV spots, as well as through commentator verbal reference.

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