Accor Hotels kicks off £24m ibis campaign

Accor Hotels Group is launching its first ever UK TV advertising campaign to mark the ongoing rebrand of its ibis economy hotel chains, as it looks to take on market leaders Premier Inn and Travelodge.

Ibis launches first UK TV ad campaign

The €30 million advertising campaign, called Big Bang, will launch in 56 countries on 3 October and will run until December.

TV ads will be supported by online and press activity. The global campaign has been tailored to each regional audience with UK specific print ads.

Accor announced that it would rebrand its three hotel chains under the ibis brand a year ago.

The former All Seasons brand became ibis Styles while Etap Hotels became ibis Budget. The rebranded hotels have been rolling out since September last year and all Uk hotels will be complete by the end of October 2012, while 80% of the worldwide ibis network will be rebranded and modernised.

Accor Group hopes to complete the overhaul by the end of 2012.

Denis Hennequin, Accor chairman and CEO, says: “What we are doing with ibis is reinventing economy hotels by setting a new standard. Our goal is to open up new territories – I mean new hotel experiences as well as new geographies. This project is unprecedented. It has put ibis’ vision one step ahead. It is treating our customers to unrivalled choice at affordable prices and our franchisees to even more brand appeal.”

The group is also launching its previously announced new website designed to bring together all three brands and boost loyalty. Each hotel chain brand will also retain its own website.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here