SUMMARY

72Point provided a tactical PR campaign to support AccorHotel’s wider ‘From the Heart’ campaign, promoting Accor’s key messaging to a diverse range of consumer audiences through a series of creative interactions with the national media, with 4 separate creative projects including video content. Separate ‘brand moments’ were created for AccorHotels, Novotel, ibis and Mercure in line with a 360° awareness campaign launch in September 2018.

OBJECTIVES

The integrated PR campaign delivered individual brand moments that clarified what ‘From the Heart’ means to the AccorHotels business. This was implemented by a multi-faceted media relations strategy which delivered AccorHotel’s ‘From the Heart’ messages to make an impact on a range of key audiences. This strategy included sell-ins via 72Point’s digital hub, traditional outreach to key contacts for each of AccorHotel’s main hotel brands.

The objectives of these ‘brand moments’ served to strengthen main messages from AccorHotel’s ‘From the Heart’ campaign, building Accor’s reputation as a people-centred business that goes above and beyond to ensure the comfort and happiness of its guests. 72Point also promoted individual hotel enterprises to a range of key demographics, placing them at the forefront of people’s minds as the first choice for families, couples and individuals, whether they are travelling for business or leisure.

How we did it

Four high profile ‘brand moments’ in the top percentile of media publications in the UK and US strengthened the main messages from AccorHotel’s ‘From the Heart’ campaign, built positive net tonality and delivered high-levels of engagement from target audiences with multi-media content.

243

Pieces of coverage

4.23M

Estimated coverage views

1.9K

Social shares

4.2M

Video Views

“OUR FROM THE HEART PHILOSOPHY WAS ABOUT PUTTING PEOPLE AT THE HEART OF OUR BUSINESS AND COMMUNICATIONS. WE WANTED TO DEMONSTRATE THE IMPORTANCE OF THE HUMAN TOUCH IN HOSPITALITY AND SHOW THE IMPACT OUR TALENT HAS ON GUESTS EVERY DAY. 72POINT HAVE ACHIEVED JUST THAT. THE CAMPAIGN HAS SUCCESSFULLY DELIVER CREATIVE AND PEOPLE-CENTRIC MESSAGES THAT HAVE REACHED NATIONAL AND INTERNATIONAL AUDIENCES.”

James Wheatcroft, VP Marketing Northern Europe
AccorHotels

Sell-In

The quality of the content distributed via our news wire is trusted by news titles around the world.

Outreach

Our digital newswire is a daily go-to destination for publishers and editors.

Video

Our broadcast team shot and edited high-quality video content to accompany the projects.

Results

72Point worked with AccorHotels and their hotel brands to achieve staggering levels of coverage across top tier news sites and print titles, consumer and consumer affairs online, print and broadcast media.

We also achieved coverage across offline, online and broadcast channels to maximise our client’s announcement. 72Point were able to expertly control the key messages of the content, ensuring that figures and statistics remained consistent in national coverage with the same key messages landing 100% of the time.

243

Total pieces of coverage

Stand out coverage from these projects were the Independent.co.uk for Mercure, with a 82.4M reach, driving positive sentiment for the brand in an article titled “Pet owners prefer company of animals over their human best friends”.

Mercure coverage increased the brand’s net tonality by an impressive 73 points in this quarter. ibis Hotel’s net tonality trended upwards and increased by 17 points in comparison to competitors Premier Inn and Holiday Inn Express in this quarter with media exposure peaking in week 7.

Ibis Hotel’s volume share also increased 9 points in this quarter against these two competing brands. Novotel was mentioned in 9 countries during this quarter, with editorial mentions, reach and tonality performing the highest in the UK.