Hospitality ON Event - Awards

Worldwide Hospitality Awards

Thursday 09 November 2023 à 18:00

Finaliste - Best Initiative in Sustainable Development

CFH

Campaign - CFH - Donner c'est recevoir

Contribution to the well-being of disadvantaged people and of the planet by giving furniture and objects we replace during the renovation of our hotels.

CFH - Donner c'est recevoir
CFH - Donner c'est recevoir
CFH - Donner c'est recevoir
CFH - Donner c'est recevoir

The idea for this project came from our wish to reduce our environmental impact, try to reach zero waste and assert our commitment towards society.

Instead of taking our furniture in perfectly good condition to waste depots - furniture that we replace because we want to renew the decor and give a more modern image of our hotels - we make donations to citizens and associations.

Chiefly, this project is an good example of team-work within the company as it involves all the services in a hotel over several weeks.

First, the hotel staff proceeds to do the inventory of the furniture ; all the furniture and objects that are being replaced are sorted according to their condition : the bedding, desks, lighting, bathroom equipment.

Then, all of the objects are listed on-line on the digital platform that has been created for the occasion, listing all the objects and furniture we want to discard.

We then prepare a press release we send to the local press, who pass on the information about the donation.

This press release is sent out 14 days before the event, we also inform our guests by email and by displaying posters at the hotel and the local charities are informed.

In the hours after sending out the information about the donation we get hundreds of requests. The hotel teams reply to all of the requests ; they allocate the furniture and send emails to the people who are interested by the donation to confirm their requests have been taken into account.

Finally, D-day is the moment when the furniture is donated directly at the hotel and wonderful encounters take place.

It is such a pleasure to see the teams work together on a collaborative project that is both heartfelt and meaningful : Help, give and spread joy.

People are happy to collect the furniture : families in need but also students struggling to make ends meet, their smiles and their gratitude are our greatest reward. We are proud of not only helping people and making them happy, our action is also a meaningful gesture for the planet.

As Abbé Pierre said : You are never as happy as when you give happiness. Giving is receiving.

These operations have been a real success ; 100 % of the objects we donate have found a new owner and many thousands of objects have been given away.

The repercussion in the press is equally important : it gives the hotel a positive image as we inform not only about the renovation of the hotel but also about our commitment to sustainable development.

Finally, the economical gain is to be noticed, the fact that nothing is thrown away implies less waste and no need for dumpsters.

We also want to emphasize the innovative aspect of this approach, not only because we create a digital platform to organize the operation in the best way, but also for what we call our “short circuit”.

We do not have large structures in terms of capacity, the first of our hotels to launch this operation was a two-star hotel of 63 rooms, the staff consisted of 6 people, the manager included.

The organization of the operation requires a high level of implication and commitment, some of the staff work in the morning, some of them in the evening, they normally do not meet up, only to pass on instructions to each other

Throughout the project, all the staff give their best when they are there and need to cooperate fully with their colleagues.

Finally, every object or piece of furniture is given individually by one of the staff members sparking a real dialogue.

After the first experiment by a hotel close to Lyon, there are today four hotels that have run the project and two other hotels will launch this project before the end of the year.

Objectives

The key objective of the Australian Open partnership is to reinforce the AccorHotels brand at every opportunity.

Campaign

We built a multi-faceted campaign to drive awareness of our Australian Open partnership, with our ambassador, Serena Williams at the centre of our communications and creative executions. The campaign ecosystem included the following media and guest touch points:

- Outdoor advertising: - Large scale, high-impact billboards – Melbourne, Brisbane, Sydney
- Small scale, high frequency transit units – Melbourne
- Print: - Australian Financial Review – Gloss Cover Wrap – Melbourne & Sydney
- Loyalty: - Direct email campaign
- Social Media: - Facebook, Instagram & Twitter
- Digital: - Display banners on ausopen.com
- AccorHotels.com carousel banner
- In-hotel: - Digital signage
- Printed posters

To engage with tennis fans attending the Australian Open and optimise our media budget our paid media campaign concentrated on Melbourne sites across the main routes into the Melbourne CBD and Melbourne Park precinct in the lead-up to and during the two weeks of the Australian Open.

Evaluation

The campaign was extremely successful in reinforcing the AccorHotels brand and our partnership with the Australian Open and Serena Williams.

- Outdoor: more than 200,000 people were exposed to our outdoor executions daily during the campaign (2,800,000 in total over the campaign period)
- Print: Approx 5,000 people were exposed to the AFR Wrap
- Loyalty: 950,000 Australian Loyalty members received the direct email
- Social media: 7 posts, 1,080 likes, 534 comments, 54 shares and overall reach of 125,304
- Digital: - Display Banners on AusOpen.com were viewed by 1,000,000 people during January 2016
- AccorHotels.com Carousel banner was viewed by just over 450,000 people during the campaign period.

In total, approximately 5,330,000 people were exposed to our AccorHotels Serena Williams campaign during January 2016.

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