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International PR Strategy for Motel One
by Sonja Heyen and Adrian Schroten
123
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