Through targeted and affinity-based communication, or how to translate storytelling into reality. A work shared by Antoine Dubois, Senior vice president marketing and guest experience Southern Europe at Accor.

The Accor group has strong historical brands whose names resonate with their customers and prospects. Born during the period of standardisation of the supply 30 years ago, it is necessary to provide them with a colouring and a universe in line with customer expectations.

To build this story, Accor and its Southern Europe team relies on the strong markers of its historic brands to create a universe that is in line with their DNA. For example, the company is sponsoring season 13 of Top Chef through the Mercure brand, highlighting the know-how and sourcing of the chefs who work for the hotels. To date, 11 video vignettes have been broadcast and are available on the dedicated website, on the M6 replay platforms and on social networks. A good way to capitalise on the audience of 26.62 million viewers who followed the first 9 episodes of this 2022 season.

The group is renewing the experience with The Voice for its ibis brand, whose DNA has turned to music since the rebranding in 2018. Television presence during the shows, collaboration videos and sponsoring of concerts allow the brand to be present with viewers of the 9th season of the TF1 television show.

Other partnerships have been developed in close connection with the brand's universe in order to create an affinity with customers and prospects.

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