International PR Strategy for Motel Onekisling... · An important part of my work are fairs and...

International PR Strategy for Motel One

by Sonja Heyen and Adrian Schroten

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Folie 1

1 Die Positionierung der Wettbewerber müssen wir nochmal überarbeitenAdrian S.; 17.06.2016

2 _Marked as resolved_Adrian S.; 17.06.2016

3 _Re-opened_Würde ich komplett rausschmeißen. Oder?Adrian S.; 17.06.2016

ABOUT MOTEL ONE

STRENGHTS- Segment leadership- Great value for money- Strong brand (convenience, security &

style)- Well-situated locations in the city

WEAKNESSES- Limited possibilities for individualism in

the hotel branche- Restrictions on expansion due to limited

buildings available

OPPORTUNITIES- Booming budget segment- Image (acceptance & awareness)- International network (rationalisation)

THREATS- Strong competition in low-budget segment- Brand strategy imitation- High standards

- terror attacks & economic crisis

THE CHALLENGE

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MARKET POTENTIAL

16,8Million

35,1Million

PARIS BARCELONA

COMPETITION

€

€€

€€€

Motel One

Marriot, Holyday Inn, Mercure, Novotel, Radisson, Best Western

Ibis Budget, AO-Hotel, Holiday Inn Express, Hostels

PRIC

E

BUSINESS TRAVELLERS YOUNG COUPLES

PERSONA: BUSINESS TRAVELLER

“Hi, my name is Christine Zeller. I’m working for Bosch.As head of the software engeneering department, I’mresponsible for developing new technologies in this area.An important part of my work are fairs and trade shows.That is were I get in touch with innovative technologiesand inspiring ideas. Therefore I need to travel severaldays each month. And I don’t like spending too muchtime on looking for the right s flights and accomodation. Ineed an easy and convenient deal, so I can concentrateon my work. Since the budget at Bosch is very tight, I’malways trying to find affordable accomodation where Idon’t have to sacrifice on comfort, style and service.

#Style #Convenience #Service

PERSONA: YOUNG COUPLES

“Hi! I am Marc and that’s my girlfriend Isabelle. We’vemet at a friends birthday party and it didn’t take long tillwe got together. Has been two years in July. Well, we’reboth students. I’m in my last year studying economicsand Isi just had her exams for becoming a teacher.Besides we’re both working. Nothing special but it gainsus some money for our favourite hobby: travelling! Weplan to visit every European country within the nextseven years - our next stop will be Praque and after thatmaybe Paris. We’ll see. In our first year, we’ve often sleptin hostels, chatting and partying with our roomies. Lately,we tried to spent more time with each other as a couple -just the two of us, you know. Maybe we’re getting old!!”

#Style #Convenience #Value for €

COMMUNICATIONAL FOCUS

Best Service

Style&

Convenience

Young Couples

Best Value for Money

Business Travellers

CREATIVE IDEA

Motel One -at the heart of

your tripMotel One -en el corazon

de tu viaje

Motel One -au coeur deton voyage

GOALS

1. AWARENESS 2. IMAGE 3. ENGAGEMENT

GOAL - Create awareness for the four new Motel One branches during the first year by promoting specific events and localilites of the cities

- Establish Motel One as the European hotel brand that offers convenience, style and the best value for money

- Try to engange customers with our content/brand or to share their experiences with Motel One

CONTROLLING - Survey: At least 30% of all interviewees should be able to mention Motel One as a brand when being asked about budget hotels they know.

- Press clippings: Amount of press clippings and importance of medium

- Survey: At least 60% should link the brand Motel One to the attributes convenience, style and value for money

- Press clippings: Positive tonality in overall 75% of all clippings

- +20% increase in usage of #motelone in Facebook, Twitter & Instagram in France/Spain

- +20% increase of engagement rate per posting in social media in France/Spain

TOOLS & MEASURES

● Gathering existing content for our city marketing strategy and optimize it for different communication channels

INBOUND MARKETING

Public RelationsSocial MediaDirect Marketing Content Curation

● Postal mailings● Indivudial

newsletters

● Spread the curated content via different social media channels

● Provide content and information on why a certain destination is worth a trip

CULTURAL DIFFERENCES

TRANSNATIONAL APPROACH

STANDARDIZED

● Strong brand● Same strategy

(City marketing)

● Use of national language in all communication channels

● France: Strong focus on individual, personal approach towards customers

INDIVIDUAL

TRANSNATIONAL APPROACH: INDIVIDUALISM IN FRANCE

YOUNG COUPLES BUSINESS TRAVELLERS

OWNEDMEDIA

● One Mag● Newsletter with travel tips● Social Media Channels (Instagram,

Pinterest, Facebook, Snapchat)

● One Mag● Seperate business newsletters,

individualized per branche● Postal Direct Mailings

PAIDMEDIA

● SEO/SEA on relevant keywords e.g. “event + destination”

● Sponsored social postse.g. on BuzzFeed or Huffington Post

● Display advertising in public transportation and airports

● SEO/SEA on relevant ● Online advertising on relevant website

e.g. Biztravel or Busin● Print advertising e.g. in The Economist

EARNEDMEDIA

● Articles in board magazinese.g. WINGS by Eurowings

● International travel magazines e.g. Condé Nast Traveller

● Travel-Blogs for Couples e.g.A Brit and a Southener

● Articles in board magazinese.g. WINGS by Eurowings

● Articles in the travel segment of popular newspapers e.g. Le Parisien or El País

MEDIA MIX

MEDIA MIX

YOUNG COUPLES BUSINESS TRAVELLERS

NATIONALMEDIA

● One Mag● Newsletter● National Travel Magazines

● One Mag● Business newsletter● Postal Direct Mailings

INTERNATIONAL MEDIA

● International Travel Magazines

● BuzzFeed● Huffington Post● Social Media

● Advertising in international Business Magazines

● Airport advertising and board magazines

● Advertising in public transportation

TIMETABLE: FRANCEJun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

Paris Design Week

Paris Photo (Fair)

La Fete Nationale

Fashion WeekParis

Bordeaux Wine Festival

Bordeaux Film FestivalBordeaux

New years eve

HIGH SEASON H S

TIMETABLE: SPAINJun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

Design Week

Festa de San Joan

Grec Festival

New years eve

Formula 1

Mobile World CongressBarcelona

MadridSan Cayetano

(Local Festivites)

Madrid Book Fair

CarnivalNew years eve

HIGH SEASON H S

THANK YOU

Motel One -at the heart of

your trip