BEST COMMUNICATION

PLATFORM

HOSPITALITY AWARDS 2013

AGENDA

1. THE BRAND

2. THE POSITIONING

3. THE CHALLENGE

4. THE CONSUMER INSIGHT

5. THE COMMUNICATION OBJECTIVE

6. THE ADVERTISING CAMPAIGN

7. THE NEW BRAND IDENTITY

8. THE MEDIA

9. THE RESULTS

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Pullman is an upscale hotel brand,

re-launched in 2007 by the group Accor.

With 80 hotels and resorts in five

continents, Pullman is a reflection of how

today’s cosmopolitan executives live,

work and travel.

It has an ambitious growth program,

aiming to develop 150 hotels by 2020.

1. THE BRAND

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Pullman offers guests, whether they’re staying for business or for pleasure, a singularly vibrant experience – a journey within the journey.

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PULLMAN MUST BECOME

«THE PLACE TO MEET

FOR COSMOPOLITAN

TRAVELLERS»

2. THE POSITIONING

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More than just a place to sleep, a Pullman hotel becomes a place to stay of its own. A fertile place for meetings, facilitating exchanges and conversations, where new stories are written. A place where they can work hard and play hard.

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But with low awareness and fierce

competition in a challenging

market...

HOW CAN PULLMAN STAND

OUT AND EMBODY A NEW

ART OF TRAVELLING?

3. THE CHALLENGE

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When you think about a business trip, you think more about

business than travel.

And that’s a shame.

Because travelling is a terrific opportunity to meet new people,

to escape, to enjoy, to get inspired…

The category reality:

WHEN TRAVELLING FOR

BUSINESS, WHY SHOULD

LEISURE BE FORBIDDEN?

4. THE CONSUMER INSIGHT

Business and leisure

are not necessarily

incompatible. In fact,

leisure can even

enhance working

performance.

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THE INSIGHT :

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INVITE ALL THOSE WHO SHARE THIS BELIEF TO REGAIN CONTROL OF THE WAY THEY LIVE THEIR BUSINESS TRAVEL.

5. THE COMMUNICATION OBJECTIVE

And transform what remains today an endured, formal trip, into a chosen, personal experience.

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DESIGN YOUR JOURNEY. PULLMAN.

6. THE NEW BRAND SIGNATURE

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- An invitation to the Bleisure (Business - Leisure) traveller,

to take control of his/her journey,

- the double meaning of the word Design, left to imagination

of the traveller, but also underlining Pullman’s style.

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CREATES A CONNECTION

WITH THE TARGET through a «state-of-mind» copywriting

that delivers the brand’s Bleisure

philosophy.

SHOWCASES THE

DESIGN OF OUR

HOTELS with a unique and differentiating

look&feel.

7. THE ADVERTISING CAMPAIGN

A campaign built to support image, product or tactical messages, in print or display, in a global context.

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TO GUARANTEE

CONSISTENCY

AND ATTRIBUTION

Cosmopolitan, vibrant, business&leisure, in-style

TO EXPRESS THE

BRAND’S VALUES AND

NOURISH ITS DIFFERENCE

VS. COMPETITORS

A NEW VISUAL IDENTITY

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Incarnated in a new brand emblem, where the duality of the brand - business and pleasure - meet together in a perfect balance, like the yin & the yang.

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A BI-YEARLY MAGAZINE

An original collection of

articles, images and ideas,

offered to guests for their

reading pleasure and to

enhance their experience in

our hotels.

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A LAUNCH EVENT WEBSITE

To deliver the new brand spirit and launch PR

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39 journalists in London, from the hospitality,

news, feminine press...

The revelation of Pullman’s new positioning

and new communication platform, supported by

a brand film : the occasion to officially launch

the new brand identity, the event website, the

Pullman magazine,

the advertising campaign and the preview of the

soon-to-be-live ecommerce refurbished website.

A LAUNCH PRESS CONFERENCE

8 countries represented 19 dedicated interviews More than 120 press reviews

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MEDIA

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PAID MEDIA France, Germany, China, Brazil,

Australia, New Zealand, India

- press

- OOH

- airport billboards

- display

OWNED MEDIA Global campaign

- in hotel

- magazine

- website

- newsletter

EARNED MEDIA Global campaign

- PR

- social media

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RESULTS

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2) Business > Significative increase in bookings on Pullmanhotels.com*:

Roomnights: +37%

Revenue: 57.229€ (+137%)

* 2013 vs 2012 (worldwide)

A CAMPAIGN SUCCESSFUL ON 2 LEVELS :

1) Image

> The new brand tools are being globally implemented : graphic guidelines and

media campaign,

> More than 120 press reviews following the press conference -

30 869 378 people touched.