Singapore – In an effort to establish meaningful connections with guests, global hospitality group Accor has recently partnered with Accenture to spearhead its forthcoming digital content strategy. This follows their commitment to increase the brand’s content production scalability and consistency in the local and international marketing communications scene.
Following this initiative, Accenture Song developed a modern data-driven content supply model known as ‘Content Atelier.’ This service platform employs customised, adaptable, effective, and high-quality marketing and communications material across all customer touchpoints with a reduced cost.
In particular, it encompasses both physical and digital communications, allowing its availability to all Accor marketing professionals worldwide. It also includes managing content development from the first brief to performance monitoring and content optimisation.
Interestingly, the ‘Content Atelier’ also utilises a data-led approach to enable Accor brand marketers to focus on their most important activities while aiming to increase the effectiveness of its digital marketing programmes, drive more traffic to its branded website, and deliver exceptional customer experiences.
This service has been developed with leading design principles and utilises Accenture’s SynOps platform for marketing and content operations while being integrated into Accor’s infrastructure.
Talking about the project, Stéphanie Jaffré, SVP digital marketing and eCommerce, Premium, Midscale, and Economy Brands at Accor, said, “Accor is committed to extending hospitality and inspiring new opportunities and experiences for our guests. So, it is crucial we have the right framework in place to reach our guests in the right way at the right time on the right channels, to inspire and support their travel needs and desires.
“Consumer attention is not agnostic; it spreads across multiple digital channels, and we need to be able to communicate with our guests on all relevant platforms, particularly at the research and inspiration stage of the customer journey. Hospitality is all about connecting with people, and through our new digital content strategy, we can better connect with, inspire, and serve our guests,” added Jaffré.
Meanwhile, Martial Viudes, managing director at Accenture Song, said, “Together with Accor, we have redesigned the experience for Accor marketing professionals, aiming to optimize efficiency on a global level and ensure locally relevant, ultra-personalized experiences for its guests. We are proud to support Accor in creating a new generation of content production, harnessing our deep industry, creative, and technical expertise.
“The development of the ‘Content Atelier’ serves each brand within the group according to their marketing ambitions, delivering bespoke and creative points of delight worldwide,” he ended.