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Creative strategy goes global


Novotel is the upscale hotel brand within the AccorHotels group. A fixture in streets and boulevards across the world, the brand is a long-standing client of ours – and we’ve enjoyed helping to develop campaigns on a truly global scale. A key task was to create an evolved communications platform that could be supplied to marketing relays in over 60 countries.


As always at Mobas, strategic insight led the way. We held sessions with the client’s global brand marketing team to expand and enrich the creative strategy, utilising industry insight to lead the creative output.


Mobas set the agenda for the evolved communications platform with key executions for press, OOH, online and tactical in-hotel activity. As well as encapsulating brand essence and personality, the creative promoted the full range of Novotel product areas, including family, meetings, hotel openings and the revitalised e-commerce platform.


Feedback from the frontline was wholly enthusiastic. It was acknowledged that the campaign materials captured the personality and playfulness of the Novotel brand, while adding a photographic treatment that was both ownable and compelling. Thanks to our strategic brand expertise and tactical understanding, the platform is now used successfully worldwide.

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