Novotel hotels group seeks agency to raise corporate profile in UK

Accor, a France-headquartered group behind 3,500 hotels in 92 countries, has launched a hunt for a corporate agency to raise its profile in the UK.

Novotel: Part of wide range of hotels under the Accor banner (Credit: Marc Bertrand)
Novotel: Part of wide range of hotels under the Accor banner (Credit: Marc Bertrand)

The company is in talks with a shortlist of agencies for a newly created brief ahead of pitches kicking off this week.

Accor owns several hotel brands, of which mid-range chains Novotel and Mercure are probably the best-known in the UK.

It is understood the focus will be on using press to increase awareness of the group, which is strongest in Europe and Asia-Pacific.

One PR with insight into the hotel industry highlighted a stable of brands ranging from budget offering Formula 1 to luxury name Sofitel and saw challenges for any agency taking on the work.

"Without a doubt the brands in their stable are stronger than they are image-wise," they said.

"Accor is doing well and in that it is expanding but is not necessarily seen as an innovator, with a mix of brands covering a level of quality that will be challenging to pull together."

Accor reported a net profit of €126mlast year, a turnaround from a loss of €599m in 2012 credited to the decision to divest US chain Motel 6.

The corporate pitch will not affect Accor’s consumer retainer with Mason Williams, which handles all UK consumer PR for brands excluding Sofitel, an account overseen by PRCo.

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