| Summary _ The objectives of the campaign are: -* To get away from the usual justification product vs. tariff, -* To put the client’s experience back in the heart of the brand communication with a new proposal of true values, -* To increase the awareness of the brand -* To develop its capital of sympathy. -* The strategy is to create a real bound for the brand, which becomes a “brand friend”, which means a brand that is capable of: -* Understanding its environment and period, -* Being at the centre of daily concerns for the clients, -* Making laugh, surprising, provoking reaction, calling attention -* Speaking the truth. A brand which re-adopts an attitude more: -* Opportunistic -* Challenging -* Innovative, modern, digital -* In opposition with the usual codes of its market._ Without challenging neither its DNA of brand nor its promise “Well thought for you all”, the communication campaign in 2012 played on the cross canal keyboard: sponsoring of TV show (Weather report and humorous talk show such as Le Petit Journal on Canal+), regional advertising through posters, advertising on site in the hotels, banners on 150 different websites, newsletter and recruitment campaigns, access to social networks such as Facebook and Twitter._ When seduced and conquered, the client becomes himself an ambassador for the brand, generating positive online comments. The Facebook strategy is central to this approach, via the creation of a page and the launch of a Twitter account. Since last 2011 summer, the social media were moderated by a dedicated marketing team, with special games, and interaction with the “fans”._ The campaign insisted on punctual offers such as Week-end specials, communication on the value of a good night sleep with a different recommendation every single day…_ The response from the public was fast : more than 41,000 fans joined the Facebook page in less than a year, with a ratio of response over 35% to every post sent by email. All the campaign on the social media for a moderate cost: €150K for the newsletter and €125K for the games and animation on Facebook._ The strategy already pays off and the figures are here to acknowledge the facts:-* 5 015 000 visitors on the website hotelbb.com (+14%) -* + 16% of room nights sold on the web : Of which + 12% for the Weekends Specials “Éconochics” -* That is to say a conversion ratio > 8%_ In 2013, the campaign with maintain the strategy of brand friend in order to -* discuss and chat with the client and sustain the actual level of satisfaction, -* to reach out further to enrich the client’s experience before, during and after his stay in the hotel, -* to enlarge the B&B Hotels community in numbers and in conversations -* to make B&B a preferred choice when booking. -* to develop new services closer to the client’s expectation. |
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| Full Presentation | | (Click on the box below) | | [ ->http://hospitalityawards.com/Communication/Candidates/Communication/BB-BD.pdf] | ....................................................................
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