LutétiaThe Hotel Lutetia launched the blog Le Discret to be the contemporary and living incarnation of its creative effervescence and commitment to culture and art, strengthening its unique position at the heart of la Rive Gauche.
Summary _ The idea was to develop a genuine point of view with a distinctive tone and style to innovate, emerge and express the most intimate and confidential dimensions of the mythic Lutetia and la Rive Gauche spirit. This insider point of view was the key to become an unmissable rendez-vous for international and Parisian targets, striving for exclusivity and privileges. A new confidence - dealing with secret places and boutiques, exclusive stories inspired by the area and the exhibitions - is revealed each Friday by this Rive Gauche lover. _ This character came to life for the 2.0 launch and invited 80 bloggers and e journalists selected with care in Travel, Lifestyle, Luxury fields. They were invited to meet this mysterious character in a Lutetia suite to discover the most secret confidences of la Rive Gauche. The objective with this launch was to be both exclusive and impactful to make the experience unique and generate word of mouth. _ Each guest was welcomed by Hubert, a comedian playing Le Discret best friend, for a one to one conversation revealing the facets of Le Discret, his blog, his love for la Rive Gauche , his famous friends. A video with some french famous artists such as Richard Bohringer, Denis Westhoff, Pierre Assouline speaking of him and also sharing aspecial link with le Lutetia was broadcasted. Some guests stayed one hour with Hubert and all of them loved this bespoke and inspiring experience even the most influent and sought-after ones. At the end, each guest received a card containing the videos and the communiqué becoming a pass to drink every Friday the cocktail inspired by Le Discret at the mythic bar of the hotel one year long. Since then, they all dream of meeting Le Discret. _ The results are beyond expectations: 50% of the invited bloggers came (vs 20% normally), 20 positive and added value articles on the blogs and 200 interactions on social media generated 11 986 visits and 9 849 unique visitors in the first 3 months. French, American, English and also new international targets for Lutetia such as Japanese, German people are visiting the blog regularly. The visit duration (exceeding 2 minutes) is longer than the average so as the bounce rate twice better than the average -showing the great interest for this new kind of added value communication and content._ Please tell us why do you think you should win?_ We created a powerful 2.0 storytelling delivering an added value and proprietary content enhancing Lutetia uniqueness and meeting the targets’ new expectations concerning Travel. _ All the posts and articles generated were 100% positive about the blog and the experience.
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