IBIS FAMILY GRAND TOUR SEPTEMBER 1 ST 2017 – FEBRUARY 28 TH 2018
Insight based strategic mission Define a new in-hotel activity to help increase the awareness of the ibis hotel network, whilst maximizing direct bookings via AccorHotels platforms. ibis brand awareness is low in Italy 1 Direct online bookings towards our ibis family hotels represent a minority of the total online booking volume 2 Prerequisites for the campaign: Needs to be precisely aimed towards the strategic objectives to help address the identified need gaps Needs to leverage the strength of the ibis brand (ie. its vast distribution across the Italian territory ) in a unique and compelling manner 1. TNS AccorHotels Awareness Tracking 2016 2. TARS Ibis (red) Aug. 2017 YTD rooms booked 10/2/2017 – Chapitre – 2
Introducing the «Grand Tour» Project Inspired by the historical Grand Tours of the 18 th century where the cognoscenti travelers from around the world used to travel in Italy at length to admire its beauties and the multitude of artistic treasures around the country. We have played on the Grand Tour theme by connecting all the Italian cities that have a ibis family hotel , in order to enhance via education the visibility of less known destinations by linking them to major artistic cities. Therefore elevating the awareness of the overall ibis network destinations. 02/10/2017 – Chapitre – 3
IBIS FAMILY GRAND TOUR HOW IT WORKS Concept: «IBIS FAMILY GRAND TOUR. DISCOVER ITALY’S BEAUTY AND WIN» Mechanics: For every direct* booking, our guests will receive during the check-in: • 1 x vintage styled sticker to put on the luggage • 2 x stickers to start 2 different collection options • 1 x booklet to collect the stickers Collection N ° 1 : Total of 15 stickers with the ibis family logo - Completion can be achieved by visiting 15x our hotels (even the same hotel!) - PRIZE : an exclusively branded ibis family travel organizer Le Club AccorHotels Members get one sticker more in order to finish sooner the Collection N ° 1. Collection N ° 2 : 12 stickers representing all the Italian cities where ibis family hotels are present • Completion by visiting at least once every city where ibis hotels are located • PRIZE: 1 free night stay in one of our ibis or ibis Styles hotels in Italy * Direct booking: ibis.com or accor.com websites, AccorHotels app., call center AccorHotels, booking directly in hotel or by call&mails.
Objectives and target OBJECTIVES - To improve ibis family brand awareness in Italy - Enhance «repeater» client rates in our hotels, thus incentivizing direct bookings - Delight clients with an unexpected gift during check-in improve ibis family awareness TARGET AUDIENCE make people aware of ibis family network in Italy encourage people to discover Italian cities, choosing ibis family hotels for their staying - Clients staying in our surprise our customers with an unexpected gift when they check-in hotels that have booked promote Le Club AccorHotels program via direct channels promote the AccorHotels app promote bookings through our direct channels
Bespoke collaterals and prizes Competition #1: exclusive branded ibis family travel bag Competition #2: 1 free Collection booklet Vintage luggage night at one of our ibis to promote the ibis collectable stickers family hotels in Italy network 02/10/2017 – Chapitre – 6
Optimal execution in hotel A robust briefing process, lead by Marketing Office, involving all of the ibis family hotels (Franchise + Management) to ensure full understanding and optimal execution by hotel staff Regular monitoring by Marketing to ensure any training gaps are filled and materials are replenished when needed 02/10/2017 – Chapitre – 8
360 ° SUPPORT PLAN SOCIAL IN HOTEL MEDIA Dedicated FB and Instagram Dedicated in-hotel support throughout the full materials to bring the campaign duration via ibis Grand Tour alive and to Italy Facebook Page and engage with clients at @ibisitalia Instagram check-in stage. account. IBIS.COM Dedicated landing page to promote Grand Tour awareness online. 02/10/2017 – Chapitre – 9
KPIs to measure campaign’s success Amount of booklets and stickers distributed; Amount of prizes distributed/collections completed; General feedback from the hotel’s staff about the guests’ enthusiasm and proactivity; Amount of visits to the landing page on ibis.com; Reactions on dedicated Social Media posts; Increase of the direct bookings during the Grand Tour period. NB. Campaign still in progress – unable to share performance metrics at this stage 02/10/2017 – Chapitre – 10
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