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

Evan Lewis - Director of Marketing, Accor Asia
Web marketing
Web marketing Web marketing
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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