Accor Hotels has appointed integrated agency Mobas to handle the through-the-line account for its Novotel brand. The agency won the business following a competitive pitch against undisclosed agencies.
The hotel chain called the review, which was overseen by marketing manager Ian Butlin, at the end of last year. It is thought Novotel previously worked with SP Direct.
Cambridge-based Mobas is now developing a press and below-the-line campaign to help reposition the brand. Peter Chaloner, client services director for the agency, says the win is "proof that global brands needn’t only consider" London agencies.
Accor is rolling out a no-frills hotel chain called Etap in the UK (MW March 1). Fox Kalomaski, the travel, retail and leisure agency, has just been appointed to handle the UK launch and is creating an overall position for the Etap brand, which already operates in Germany and France.
Accor is the fourth largest hotel operator in the world and the largest in Europe.
Last month, it sold a portfolio of 30 Ibis and Novotel hotels to Land Securities for £439m. The property group, which struck the deal through its properties arm Trillium, will lease the hotels back to Accor on 84-year leases.