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Évenement Hospitality ON - Awards

Worldwide Hospitality Awards

Thursday 21 November 2019 à 18:00

Finalist - Best Storytelling and Communication Campaign

Logis

Campaign - Welcome to a more local world!

Cette candidature n'est disponible qu'en anglais / This application is only available in English.

“WELCOME TO A MORE LOCAL WORLD” IS MORE THAN A FEW WORDS, THIS IS THE REAL AND 360° LOGIS’ STRATEGY, HELD BY EACH HOTEL AND RESTAURANT’s OWNER IN THE HEART OF THEIR REGION.

WELCOME TO A MORE LOCAL WORLD! 

This is more than a few words, this is the real and 360° LOGIS’ strategy.

Ever since 1949 LOGIS loves local! 

From the very beginning, LOGIS has aimed at supporting and modernising family-run hotels in a rural environment. Currently, LOGIS represents over 2400 hotels and restaurants at the heart of our regions. It is also the standard bearer for independent and family-run hotels and restaurants.

Today the French too loves local

1/3 of French people believe that they live in areas overlooked by public authorities. That is why LOGIS is present in 77 % of rural communities under 5000 inhabitants, and supports and redynamises local areas. LOGIS has also created Auberges de Pays by Logis to breathe life back into our villages.

As 62 % of French people wish to consume mindfully and more responsibly and 7 out of 10 French people declare that they prefer local and regional food products, 80 % of the food in LOGIS establishments is locally sourced. Without forgetting to say that our chefs are passionate about their regions and perpetuate local recipes.

42 % of French people are persuaded that to consume local products enables jobs to be created within the community. This is perfectly matching the fact that LOGIS is the first employee in the hotel trade in France with 15 000 employees, 3 000 apprentices trained in 2018 and 28 000 seasonal jobs in 2019.

Better than a nice speech on TV to claim that, we prefer to adopt a standard upheld by our hotel and restaurant owners locally !

  1. By launching a new hotel concept at the heart of our villages : “Auberge de Pays”
  2. By training new talents thanks to the excellency of our best chefs 
  3. By becoming a partner on the Tour de France to rediscover our regions 
  4. By creating a Trophy in the regions to discover the future cycling stars 
  5. By giving a communication kit for each establishment

 

  1. “Auberge de Pays” is a new concept of hotel-stores fostered by younger hotel owners who wish revitalize their community: a lively place where locals meet, with local cuisine, a cultural, community-oriented and locally-rooted agenda and offering local services: grocery store, bread, package pick-up, bar-tobacconists-PMU.  

 

  1. 70 “Tables Distinguées” were nominated by their peers in 2019 to support and share our regions’ culinary art, for sharing a love for great food, but also for discovering and promoting new talents. Around 3 000 apprentices were trained in 2018.

 

  1. With 43 hotels-restaurants on the 2019 ride of the Tour de France and more than 400 LOGIS in less than 50 km away from the ride, forming a partnership with the Tour de France became more than natural for a brand that reaches into the heart of our regions. Then, 600 000 goodies were handed out around the multiple events surrounding the race, over 20 000 interactions were done on the social networks and over 100 press articles realized in July.

 

  1. We created the Logis Regions Trophy to discover young talents, with 12 regional races sponsored by LOGIS to discover and support the talents of the future. The Trophies were given by local LOGIS hotel owners. 

 

  1. Last but not least, a commitment and tools kit of communication shared by each hotel and restaurant owner in their establishment to give life to the strategy into the walls.

 

THE RESULTS PROVED THAT LOCAL IS 

With +95 new establishments recruited
99.6% satisfaction rate with hotel owners
+14% Instagram
+3% Facebook
+ 5% Twitter
+75% Linkedin

+15% TO JA 2019 compared to n-1
+21% of direct bookings on LOGIS HOTELS JA 2019 compared to n-1
+75 % number of loyalty card holders in the 2019’s summer season

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