| THE ACCOR EXPERIENCE |
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| E-mail Marketing Viral Campaign |
| Accor, the European leader and a major global hotel group operating in nearly 100 countries with 170,000 employees, wanted to increase their brand image in Asia Pacific and acquire a new database of potential guests for their hotels in the Asia Pacific region. |
| The Challenge
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| Email Marketing Campaign |
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| Technologies Applied |
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HTML |
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PHP |
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MYSQL Database |
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Flash |
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Site Manager Direct |
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Site Manager Syndicator |
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Web Trends Analytics |
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| Results |
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105,000 member increase in email database |
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9,000 individuals entered competition |
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24,000 unique visitors to website |
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37% conversion rate |
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Average time on website of 7 minutes |
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900 sources of traffic to website |
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| Conclusion |
| A properly executed viral marketing campaign is an effective way to increase brand awareness, presence on the Internet and expand existing membership. The Asia Pacific region attracts a large number of tourists from all over the world, and therefore companies within the hospitality industry need to provide innovative solutions to separate themselves from the competition. "The Accor Experience" results were impressive. The multiple eDM's (electronic direct mail) had an average open rate of 25%. Of the 24,000 visitors to The Accor Experience, 37% signed up for the competition, highlighting the intuitive design and excellent usability of the website. And over a 3 month period from November to February, over 105,000 new e-mail addresses were collected for the Accor database. |
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