Pullman is the upscale international hotel brand of Accor, the world’s leading hotel operator and its hotels are deployed on the 5 Continents.
Summary_ Nowadays, to meet the changing expectations of travellers and event organizers, Pullman is moving its positioning. More upscale, more cosmopolite, Pullman is The executive lifestyle hotel brand, which has to be recognized as a genuine upscale player and moved from the exclusively business/MICE image towards an “in-style” image, a “Bleisure” positioning. _ The communication has to be revamped to demonstrate the new Pullman positioning which is already deployed and to build a strong and desirable image._ Launched in 2012, the new Pullman communication platform has four main objectives: -* To change the current perception of the brand by creating desirability/brand preference and building a strong image by positioning Pullman as the executive lifestyle hotel brand, -* To become recognized as a genuine upscale player by adopting a fresh approach designed to differentiate the brand from competitors and inspire admiration and emulation, -* To transition the Pullman brand away from the exclusively business/MICE image towards an “in-style” image by inspiring emotion and delivering differentiation. -* To deploy all around the world a strong communication concept towards International travellers, that can be adapted to cultural specificities and regional requirements._ This new communication campaign is really adapted to answer to these objectives._ Please tell us why do you think you should win?_ Pullman is an international brand and its hotels are deployed on the 5 Continents. It was absolutely crucial to create a campaign which answers to the four objectives above and could be easily used by the countries. _ We think that we really achieve those points._ The campaign is: -* International with modern and cosmopolitan creative -* and in the same time, adaptable for local markets with the possibility to modify the background visuals to all destinations, and also the face of the customers to the countries culture._ Our proof is the quickness of the deployment of the new campaign in all Pullman’s network, thanks to easy to use advertising guidelines. In 4 months, the whole network is using that campaign and has invested in media plans. Have look to the adaptations. _ Not so easy in a network where most of the hotels are in Management or Franchise.
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