Social Media Playbooks with ACCOR

Problem: Accor Hotels S.A have been on a huge acquisition spree that’s showing no signs slowing down, one of the main groups that ACCOR Hotels have been growing is their  LUXE category – currently made up of Sofitel, Pullman, MGallery, Fairmont, SO/Sofitel, Grand Mercure, Raffles, Banyan Tree, Sofitel/LEGEND & SWISSOTEL. Accor Hotels S.A also has a deep commitment to innovation and customer-led solutions. The LUXE group have been on the forefront of social publishing for the last five years, and one of their core content pillars is ‘User Generated Content’. As the rules around the best use of User Generated Content can be complex, there was a need to provide advanced ‘Playbooks’ of social media best practice, ‘tips and tricks’ for their hotel directors and managers across the world.

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Solution: ACCOR LUXE group appointed UGC Agency to scope, build and deliver copywriting around User Generated Content. Part of the brief was positioning the best way of making the most of User Generated Content across their 500+ (5 star) hotel portfolio. Each hotel has its own brand guides, feeling, design, experiences and culture. These are some of the most beautiful hotels in the world and the Social Media Playbooks needed to be concise and engaging and with User Generated Content really leading the way to celebrate the amazing guest stories across the world. It’s been a fun and exciting project from start to finish – ACCOR Hotels S.A are evolving into an even bigger organisation, a huge global business that has consumer experiences at its heart.

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