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.



Q&A: Karelle Lamouche, Accor Hotels Group

Rosie Baker

Accor Hotels Group is launching its first TV campaign in the UK to promote its overhauled ibis budget hotel brand. Marketing Week spoke to UK marketing director Karelle Lamouche about maintaining differentiation within the portfolio, loyalty and being a challenger brand in the competitive UK market.