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THE ACCOR EXPERIENCE Accor Hospitality
E-mail Marketing Viral Campaign
Accor, the European leader and a major global group in hotels, operating in nearly 100 countries with 170,000 employees, wanted to increase their brand image in the Asia pacific region and acquire a new database of potential guests for their hotels in the Asia Pacific region.
The Challenge
How do we improve our brand awareness throughout the Asia Pacific region, promoting our numerous hotels and at the same time significantly increase the size of our email database for email marketing purposes?
Inetasia Solution:

InetAsia developed an attractive and fun competition utilizing Inetasia's email marketing solution, Site Manager Direct to announce the competition to the current Accor email database. As a part of the competition InetAsia created an easy to use website enabling visitors to enter and refer their friends to win hotel packages in Asia Pacific and a grand prize in Paris.

Inetasia used its extensive internet marketing expertise and syndicated a number of press releases and articles related to the competition over the web in order to generate traffic and intrest for the competition.

Inetasia also used its creative expertise and designed a number of banners to promote the competition through various websites.
    Objectives and Technical Summary:
  • Increase size of existing database.
  • Enhance brand.
  • Leverage existing Accor e-mail database.
  • Create an easy to use website for individuals to sign up and refer friends.
  • Deploy banner tracking solution.
  • Provide path analysis and multiple conversion ratios.
  • Create administrative back end to allow individuals to review their results.
Accor
Email Marketing Campaign
Nature: Viral Marketing
Location: Asia Pacific
URL: www.theaccorexperience.com
Technologies Applied
  • HTML
  • PHP
  • MYSQL Database
  • Flash
  • Site Manager Direct
  • Site Manager Syndicator
  • Web Trends Analytics
Results
  • 105,000 member increase in email database.
  • 9,000 individuals entered competition.
  • 24,000 unique visitors to website
  • 37% conversion rate
  • Average time on website of 7 minutes
  • 900 sources of traffic to website
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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