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2018
WHY EDIT PHOTOGRAPHIC AND VIDEO GUIDELINES?
Image is your brand’s first touchpoint with its guests.
It’s what drives tens of thousands followers on
social media.
It’s the main decision-maker of your guests.
The photos & videos you display on your online platform
must therefore:
• Illustrate the key elements of your hotel.
• Be consistent with your brand image.
• Convey the spirit of your brand.
• Reflect every brand experience.
• Be strong and attractive enough to convince.
This chart has been designed for you:
in order to make each hotel’s pictures and video
achieve maximum impact and appeal.
It will also help you better meet guests’ needs,
by taking into account:
• A visible hierarchy for each support.
• The digital constraints, i.e. a responsive design.
Of course, your photographic and video elements
can be re-used on other supports.
See you soon, online.
(source: TripAdvisor)
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SUMMARY
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1. BRAND PLATFORM
BRAND POSITIONING
LOCALLY INSPIRED MIDSCALE HOTELS THAT
PROVIDE A STIMULATING SENSE OF PLACE
BRAND DIFFERENTIATOR
LOCALLY INSPIRED
2.PHOTO & VIDEO
ARTISTIC DIRECTION
Mercure hotels are strongly linked to places and people.
They’re all about epicureanism, open-mindedness and curiosity.
They offer warm, authentic and fulfilling experiences
around local cultures, food and pleasure.
GENERAL RECOMMENDATIONS
• Eye level pictures.
• Straight framings.
• Soft and diffuse light.
• Authentic style,
through people.
• Objects, design
patterns or furniture.
• Warm atmosphere.
• Cosy and welcoming
tones.
• Enriched moments.
• Elegant spirit.
DO’S: HUMAN PRESENCE
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DO’S: HUMAN PRESENCE
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DON’TS: HUMAN PRESENCE
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ASSIGNMENT OF RIGHTS
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3.SPACES
TO BE SHOT/FILMED
Wide view of a Point of Interest
Wide view on the whole front, visible hotel sign
Focus on a facing detail
Wide view including brand identifier: brand wall
Wide shot including employees table
Focus on a decorative detail or furniture
Wide view for each kind of room (min 2)
Wide view of the bathroom
Focus on a decorative detail or furniture
Amenities
Wide shot
Focus on the food & beverage, including local products
The room service (if not already for restaurant)
(if there is a restaurant)
Wide shot
Wine or local drink offer
Top shot local dish
Room service
Focus on a decorative detail or furniture
(if there is meeting rooms)
Wide view of the space
Focus on a decorative detail or furniture
Food & Beverage
Wedding set-up (if relevant)
Swimming pool (if relevant)
Spa (if relevant)
Fitness center (if relevant)
(no dedicated guidelines)
Wide shot on the golf (if relevant)
• Wide view of the whole front, visible hotel sign.
• Focus on a detail.
• Wide view including the brand identifier: brand wall.• Wide shot including employees table.
• Focus on a decorative detail or furniture.
• Wide view for each kind of room (min. 2 types of room).• Wide view of the bathroom.
• Focus on a decorative detail or furniture.
• Wide shot.• Focus on the food & beverage, including local products.
• The room service (if not already for restaurant).
• Wide shot. • Wine and local drink offer.• Top shot local dish. • Room service..
• Focus on a decorative detail or furniture.
• Wide view of the place..
• Focus on a decorative detail or furniture.
• Swimming pool (if there is one).• Spa (if relevant).
• Fitness centre (if there is one).
4.ADDITIONAL
VIDEO INTENTIONS
GLOBAL PRINCIPLE
• Warm tones & cultural richness.
• Close-ups on inspired details.
• Authentic employees.
TECHNICAL RESPONSE
LET’S USE FULL HD DSLR/ULTRA HD/4K VIDEO CAMERAS. •Level, not tilted images. •Eye level shooting angles.•Local inspiration expressed throughclose-
ups on materials (wood, ironwork, leather, wool), objects, decorative items, architecture markers.
•Highlight on the brand identifier, suchas the brand wall.
DYNAMISM PERMEATES THE WHOLE FILM.•The whole film is to be shot in motion.
No fixed shot.•Mostly slider to have descriptive and
stable shots to show the various detailsthat can be found in the hotel and ensurea variety of shots for the split screens.
•Visual transition: Zoom in one of the 4 frames of the split screen.
LOCAL & AUTHENTIC FEELING. •A warm tone. •A lifestyle-oriented approach.
FOCUS ON THE HOTEL EMPLOYEES. • Interacting with camera. .• Showing the way, opening doors, handing
over keys… Always smiling.•Creating interaction with the viewer.
“THREE’S A CROWD”•A warm sound that blends soul & blues,
rhythmic drums and large brass section in order to create a cool & groovy mood.
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VIDEO HIGHLIGHTS
• Very similar rooms should not directly follow
one another.
• In order to express the variety of the restaurant’s
offer, breakfast and lunch/diner should not
systematically follow one another.
• Alternate the mandatory wide views with close-
ups on specific details.
5.SHOOTING
SET-UP
IDEAL TIMEFRAME
TECHNICAL
RECOMMENDATIONS
•Before the shoot, designate a contact person in the hotel to follow the shooting and liaise between employees
and the photographer.
• If possible designate some employees to play the extras.
•Always check that there is nothing in the image that would enable a viewer to put a date on the photo
(e.g. a guidebook, calendar, poster, etc.).
•Remove unsightly items (ventilation, fire extinguishers, tiled ceilings, etc.) from the field of vision.
•Clean all the scenes photographed:
- Window polished,
- Light bulbs checked and replaced.
- Nothing left lying around.
- TV sets switched off (except for digital signage)...
•Make sure identifiers shown are compliant with the latest brand guidelines.
TECHNICAL
RECOMMENDATIONS
•Professional full frame camera body with a sensor
of at least 30 megapixels.
•Photos to be taken in RAW + TIFF formats.
•Build a composition in order to express a clear and sure
intention.
•Avoid unsightly items (ventilation, TV cords, sockets, etc.)
in the composition.
•Favour 4/3 format.
•Possibly vertical... but mainly horizontal.
Use exclusively Reflex cameras because of their multiple
benefits and filming aesthetics:
1. Saving space in narrow places of shooting.
2. Easy installation (light equipment).
3. Lighting saving: it’s not necessary to have heavy lighting
equipment thanks to high sensitivity of certain Reflex.
To ensure high quality, here’s a short selection of Reflex:
Canon 7D, 5D MII et MIII, D800:
•Professional full frame camera body with a sensor
of at least 30 megapixels.
Favour advantageous shots by adding lighting in order to
reduce the shadows and prefer smooth movements shots:
traveling slider, compelling framing, tipping point.
GUEST’S STYLISM
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WOMAN
MAN
GUESTS’S ACCESSORIES
WOMANMAN
GUESTS’S STYLISM &
ACCESSORIES
WOMAN
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ROOM
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6.POST-
PRODUCTION
PHOTO POST-PRODUCTION
WARM COLOURIMETRY, THROUGH:
•Elegant and qualitative atmospheres.
•Authentic and local touch.
•Favour warm tones.
•Highlight dominants of light parts with shift towards yellow.
•Make a selection and only keep the images of flawless quality.
PRACTICAL RECOMMENDATIONS:
•Remove all unwanted objects (ventilation, sockets, cords, etc.).
•Adjust all perspectives.
•Avoid fake and/or commercial compositing of fake window views.
•Do not over-saturate colours, it must remain natural.
VIDEO POST-PRODUCTION
GRAPHIC CODES
•Calibration favouring warm colours.
•Favour warm tones.
EDITING
•Dynamic editing, with faster cam movements than
in the previous video series.
•Make time for key-points such as the room, the breakfast,
the restaurant…
•Make a selection and only keep the images of flawless quality.
7.WHAT
COMES NEXT?
FOR THE VIDEO MAKER
VIDEO MADE BY TVS (EX TVTRIP):
TVS will be in charge of the whole process
of validation and distribution of your videos.
The video will be sent by TVS for validation to:
• The hotel
• To the Local Brand Contact / e-commerce Web Relay (regarding the geographical area).
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The videos made by TVS and approved by Accorhotels will be uploaded on the Accorhotels webpages according to the rules
set out by the company.
The hotel will be informed regarding the deadline by email, immediately after the validation of the video.
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To enter into the validation process:
• The video needs to comply 100%
with the for each brand.
• The hotel must send TVS a waver that
grants property and distribution rights,
including the consent form signed
by the people appearing on the media.
Afterwards, needs to get the
appropriate validation from AccorHotels.
FOR THE VIDEO MAKER
VIDEOS MADE BY A LOCAL AGENCY:
Once validated, the videos made by a local agency should be sent to the
address [email protected]. The Global Brand Marketing
Contact should be in copy of the email. The video needs to respect the
specifications of the format as follows:
• Full HD 1920x1080
• Fomat: MP4 or .MOV
• Video Codec: H.264
• Audio Codec: AAC
• Bitrate: 25Mbits/s
• Full HD: 1920x1080
• Format: jpeg
TVS will release the video on accorhotels.com within 10-days of receiving the
validated video file.
Abaca shall act as the report’s “project manager” and organizes the
schedule with the general manager:
a. The general manager shall contact Abaca to set up the report
b. Abaca shall assume the responsibility of communicating the brand’s
guidelines to the photographer and organise the report with the
general manager.
c. Abaca has signed a copyright transfer agreement with AccorHotels
for the professional photographers they hire. All rights are assigned
for 30 years.
d. Prior to the report, the general manager shall have the “image
reproduction rights” form signed by anyone featured on the photos,
hotel staff included.
e. Abaca shall make the photos available for the general manager’s
selection on a website.
f. The general manager shall indicate his selection online.
g. Abaca shall transfer the finalized photos to Accorstudio, who are in
charge of putting them online and indexing them.
h. Abaca shall transfer the copyright transfer agreement signed by the
photographer to Accorstudio as well as the authorization form(s)
for additional use of the image signed by the extras.
i. Accorstudio shall inform the general manager as soon as his photos
are online in the photo library.
j. The general manager shall update his hotel forms on
accorhotels.com/his hotel brand on “The hotel space” in the picture
library.
2 OPTIONS HOW TO ORGANIZE YOUR PHOTO SHOOTING
OPTION 1, DONE BY ABACA
ABACA PHOTO AGENCY
E-mail: [email protected]
Phone: +33 (0)1 80 44 41 09
PHOTO LIBRARY’S DIGITAL POST PRODUCTION
STUDIO
E-mail: [email protected]
Phone: +33 (0)4 79 07 00 70
a. Prior to the report, the general manager shall communicate the
guidelines to the photographer.
b. Prior to the report, the general manager shall have the copyright
transfer agreement signed by the photographer.
c. Prior to the report, the general manager shall have the “image
reproduction rights” form signed by anyone featured on the photos,
hotel staff included.
d. The professional photographer shall communicate the finished
photos to the general manager.
e. The general manager shall pre-select and transfer the “High
Resolution” pics (see technical specifications)
via/https://accorstudio.wetransfer.com to Accorstudio
(postproduction/image editing studio, indexation, upload of the
photos in the photo library).
f. Of the final selection with the general manager and shall contact
those in charge of the marketing for the brand if the validation
process is difficult.
g. Of performing chroma, photo manipulation, parallelism, strictly
according to the brief.
h. Of making sure all copyright transfer agreements (photographer
and extras), are duly completed and signed. Theses agreements
shall be put online in the photo library along with any picture
involved.
i. Accorstudio shall inform the general manager as soon as his
pictures are available in his “stock” in the photo library.
j. Once the photos have been added to the library, the general
manager shall select his photos to update them on commercial
websites.
k. (accorhotels.com/brand website) from the “Hotel space” in his photo
library.
• Professional camera body featuring a 30 megapixels sensor at least.
• Photos to be performed in RAW format + JPG, to allow the general
manager to make his selection.
• Never change the original numbers of the files, generated by the
camera!
• Use the IPTC fields for the photo captions: hotel name and code,
name of the place in case it is not clearly identifiable, such as the type
of room or a not recognizable area / detail of area.
• Necessarily add light when shooting indoors to enhance the spaces in
your pictures (clear shadows).
2 OPTIONS HOW TO ORGANIZE YOUR PHOTO SHOOTING
OPTION 2, DONE BY A PROFESIONAL PHOTOGRAPHER CHOSEN BY THE GENERAL MANAGER
If you require assistance, the whole team of the Photo Library is at your disposal
E-mail: [email protected]
Phone: +33 (0)4 79 07 00 70
These guidelines are for internal use only. Do not disseminate or reproduce.
