The brief

 

Target the Regional WA market to grow the number of leisure (weekend) bookings across all properties. 

 

THE CAMPAIGN

The Accor Hotel Group briefed us expressing a need to reach more regional customers outside of the Perth Metro Area. Accor’s Monday to Friday corporate business was well established, it was the weekend leisure market they needed to grow significantly without giving away incremental revenue via booking commissions to the OTA’s (On Line Travel Agents). Further, they wanted to lift the brand profile and demonstrate to the regional market their multiple product offerings. They wanted the best possible mass media audience yield they could get for a rather small annual budget!  

The approach

TV ADS

The Accor brand demanded a visual medium to display the range and quality of the properties available. Television was the obvious choice however the allocated budget did not support a sustained campaign, a series of smaller shorter campaigns would have fit the budget and been semi effective however, for enduring results, we wanted to lift the brand profile and develop substantial brand equity.  

To achieve this we introduced the Accor brand to The Guide on WIN Television, this gave Accor a new television commercial (production) every month plus 52 weeks of continuance presence on television to promote new and seasonal offers. In addition, our strategy to use television to drive online traffic directly to the Accor website to book, helped to reduce booking commissions being paid to third party sites (OTA’s), effectively underwriting (in part) the actual cost of the campaign
WIN! 

The Outcome

Results were excellent so much so they have stayed on The Guide on WIN Television every week of the year since 2009 creating a significant barrier to entry over their immediate competitors.