CANNES\u2014\u201cAll TV is back, and back in a different way than in the past,\u201d says Accor Group\u2019s Antoine Dubois. So a year ago, the French global hospitality brand returned to TV to complement its targeting of niche audiences beyond digital media.<\/p>\n
\u201cAll of the hospitality industry today, six years ago everything was digital,\u201d the SVP of Global Marketing Strategy says in this interview with Beet.TV at the recent Cannes Lions<\/a> International Festival of Creativity.<\/p>\n \u201cAnd now we are let\u2019s say back in the roots simply because you can see that Booking and Expedia and all key players today\u201d invest in TV advertising.<\/p>\n Having done as much as it could to increase sales and ROI in digital media for its brands, which include Fairmont, Raffles, SLS and Sofitel in 100 countries, Accor<\/a> decided it needed to travel in a different direction. \u201cSo we decided to come back a year ago on TV but TV in a different way. It\u2019s how do you link your brand awareness with what is going on in the physical world in the hotels,\u201d Dubois<\/a> says.<\/p>\n TV provides a new way to reach the right audience. \u201cIn the hospitality business, we need to touch some niche audience and as part of a global scale it\u2019s always a big challenge. We are able to target the right people at the right time to talk about our universe. It\u2019s not a day-to-day conversation for consumers.\u201d<\/p>\n Accor has the tools to link its TV advertising to \u201cwhat is going on in the digital space. These tools today are great. When you do TV, it\u2019s not only to spend a lot of money and have status. We\u2019re very confident and very pleased to be back on TV for our hotel brands. We see great results,\u201d Dubois says.<\/p>\n This segment is part of a series titled The New Global Marketplace for Premium Video, produced at Cannes Lions and sponsored by RTL AdConnect. For more videos from the series, please visit this page<\/a>. For all of Beet.TV\u2019s coverage of Cannes Lions 2019, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" CANNES\u2014\u201cAll TV is back, and back in a different way than in the past,\u201d says Accor Group\u2019s Antoine Dubois. So a year ago, the French global hospitality brand returned to TV to complement its targeting of niche audiences beyond digital media. \u201cAll of the hospitality industry today, six years ago everything was digital,\u201d the SVP […]<\/p>\n","protected":false},"author":17,"featured_media":61294,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8029,8018],"tags":[7988,7993,8046,8047],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61203"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=61203"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61203\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/61294"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=61203"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=61203"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=61203"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}