| THE ACCOR EXPERIENCE |
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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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