Accor will introduce the first ever UK TV advertising for its Ibis budget hotel as part of the next stage of a major overhaul of the concepts.
It announced its economy hotel ‘big-bang' a year ago and now those plans are starting to come to fruition. The programme involves reviewing hotel standards, installing new banners for Ibis, Ibis Styles and Ibis Budget, and renewing nore than 100,000 beds across the world.
By the end of 2012 the company expects to have completed the following:
Introduced new banners across 1,600 economy hotels worldwide
By the end of October, 66,000 beds will have switched to the new Sweet Bed by Ibis, Ibis Styles and Ibis Budget, which has been developed by an in-house scientific committee comprising sleep experts and outside researchers
50 hotels will feature revamped public areas to put design back at the core of the hotel experience
A new advertising campaign in 56 countries kicking off on 3 October and running until the end of December 2012. The UK will see the first ever TV advertising for the hotel brand. Advertising is scheduled during peak programming, in a market where rivals Premier Inn and Travelodge already advertise heavily. Accor has also invested in UK print advertising to develop awareness of the brand. The new advertising campaign will cost €30m (£24m).
Thomas Dubaere, managing director of Accor UK and Ireland, said: "We are delighted with the progress we have made in our ambitious brand revitalisation project in the UK. By creating one overarching Ibis family which includes each of these individual and dynamic brands - Ibis, Ibis Styles and Ibis Budget - we are creating a new standard in the economy segment, designed to not only exceed our clients' expectations, but to deliver the best emotional and practical experience in the UK market.
"The Ibis family provides a fantastic and unique opportunity for our partners and franchisees to be part of our expansion and growth in the UK, as we continue to increase the Accor UK network to 300 hotels by 2015."
By Neil Gerrard
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