Mercure Christmas

Challenge

Mobas was briefed by Mercure to create print and online literature to promote festive activity across their UK network. The challenge was to develop an identity that would work for both the brand’s traditional and modern hotels as well as communicating a range of festive offers including residential breaks, festive dining, festive parties and New Year celebrations.

Strategy

Working with UK marketing and operations teams, Mobas identified two different markets for the festive activity which included residential and dining customers and festive celebration customers. The brand’s USPs for both segments were identified and developed in line with customer requirements and buying habits.

Mobas developed an individual concept for each of the market segments. While each segment design was developed to work as a stand-alone creative, they were both also developed to complement each other for any requirements where multiple messages were required.

Results

Following approval of the two master brochures, the creative was rolled out across the UK network. Brochures were supported by a full suite of literature and in-hotel POS.

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