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Mercure

Proposition informs successful roll-out

Challenge

Hotel brand Mercure approached us with a business imperative – it was missing the branded meeting product that many corporate bookers look for when organising events. It meant that a huge opportunity with meeting organisers was not being fulfilled. Our strategic skills were called upon to create a proposition and concept to fill the gap.

Approach

Our approach was to create a property that would appeal to customers and fit all stakeholder hotels, with the end goal of expanding the product across the growing Mercure network. To kick the project off, we launched a research initiative, looking at the industry and competitive set to see what was happening in the marketplace and look for any emerging trends.

Delivery

Throughout the project, Mobas worked closely with the Mercure UK marketing and operations teams and directly with the hotels themselves, ensuring at every stage that the concepts being developed were hitting the mark. Focus groups were held to gain industry feedback and further zero in on the most compelling proposition. Mobas created a selection of meeting propositions defined by key consumers that would resonate with the intended target market. The concepts were refined to the final proposition and ‘Meet with Mercure’ was born.

Outcome

As part of our fully integrated approach, Mobas then developed the creative roll-out across all channels and platforms, creating marketing materials and local tools for the hotels to adopt and adapt. These included the core proposition, development of brand pillars and promises, brand design, brand video, sales tools and templates, plus a standard operating procedure (SOP) to ensure consistent – and successful – roll-out across the network.

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+44 (0)1223 841699 say.hello@mobas.com