Last April, Asiance helped Accorhotels to promote the brand at the time of the launch of their Korean reservation website in Korea. While their hotel brands are already well established (Novotel, Ibis, etc.), the group is still new to Koreans.
To increase brand awareness, we laid out an online strategy and organized offline events to meet with the Korean crowd.
Before the offline events, we started building the brand image and awareness online, first by opening their Korean Facebook page. Our design team did a great job building the brand visual identity, making all Accorhotels Facebook posts strongly recognizable! Scrolling down the Facebook page is like going down a hotel building!
We continued online activities with Naver SEM and bloggers marketing. Before these campaigns, online topics on Accorhotels only comprised the different brands of the group, but afterward, the topics shifted to sales, travel, hotel reservations, etc.
The offline events took place in Hongdae and Myeongdong, both young and vibrant neighborhoods of Seoul. The first event consisted of street performers painted in white to look like statues. They stood still while mimicking holiday-goers. The sight was so unusual and surprising, a lot of passers-by took pictures and posted them online. If they posted it on the Accorhotels Facebook page, they were entitled to win dinner vouchers and free nights at one of the wonderful hotels of the group in Korea!
[Living statues embodied the message: With Accorhotels, your trips become a form of art!]
[Can you believe this photo was taken in the busy streets of Myeongdong?]
The second event in Myeongdong was a big success, with thousands of people taking pictures of the event, and posing with the models. Male and female models were posing with Koreans and tourists in front of a green screen, while hostesses took pictures with a special camera(loading nice background images of the people together with the ripped/sexy models): the participants could leave their email and receive their surprise pictures! Big thanks to Accorhotels models who faced defiantly the chilly weather to entertain the fans!
All in all, during those events, we handed out 4,000 Accorhotels flyers, 1,000 helium balloons, 6,000 stress balls, and met 10,000 fans!