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Accor Hotels

Content Marketing for Accor Hotels: Hotelroom 2030

Hospitality

Cases

About the client

Accor is a world-leading augmented hospitality group offering unique and meaningful experiences in almost 4,900 hotels, resorts, and residences across 110 countries. With an unrivalled portfolio of brands from luxury to economy, Accor has been providing hospitality savoir-faire for more than 50 years. Accor’s strategy is to accelerate hotel development, through both organic growth and acquisition. The expansion of the AccorHotels network continues at a rapid pace, with a record 52,000 rooms opened in 2018.

Artefact and Accor Hotels have a strong partnership since 2016 where Artefact supports the Group with marketing strategy and execution.

Challenge

Accor fosters living innovation with “openness” as their mantra— open to new practices, technologies, and opportunities. To showcase their innovativeness to the world, Accor was looking for something that could give them visibility on the market with something new. That’s where Artefact came up with the idea of visualising the hotel room of the future. Artefact led the project from start to end where it was responsible for activities like ideation, creation and PR.

Goals

  • Increasing awareness of Accor Hotels as being innovative and modern
  • Gaining visibility

Solution & Benefits

Artefact partnered with bloggers, designers and industry experts to design the rooms for the different years between 1910 and 2030.

With this content, an interactive infographic was created that is displayed in lift view on a microsite. The site was translated to multiple languages.

Pre-outreach was done to relevant media outlets where the project suits the content (lifestyle, hotel, technology) and audience.

The content was pushed via organic and paid media channels (social and search) of Accor as well as the cooperating parties like the bloggers and designers, using the hashtag #hotelroom2030.

Outcome

  • Interactive microsite with the different hotel room designs from the years between 1910 to 2030.
  • The website recieved thousands of visitors
  • >150 links to the microsite (organic and PR)
Designing an algorithm to raise consciousnessCoding a brand’s voice pioneering Google Home