Nikki Wicks
Dec 16, 2014

Hotel firm Accor appoints Publicis' luxury arm as global social-media agency

SINGAPORE - Global hotel group Accor has appointed Publicis 133 LUX Singapore as its global social-media agency for its luxury hotel portfolio.

Sofitel So Singapore
Sofitel So Singapore

Accor operates in 92 countries and has more than 3,600 hotels ranging from economy to high-end. Publicis has been hired to work solely on the company’s 'Luxury and Upscale' segment, which includes the Sofitel, Pullman and MGallery brands.

Publicis 133 LUX Singapore, the luxury arm of Publicis Worldwide, won the account following a competitive pitch process and has been charged with handling all global social-media strategy, campaigns and community management for Accor’s high-end segment.

The appointment comes three months after Accor moved its global marketing operations for the upscale segment from Paris to Singapore in a bid to grow market share among travel consumers in Asia-Pacific. The global luxury market is said to valued at US$1.8 trillion, with Asian consumers accounting for a significant share.

“Asia Pacific is a bright spot in travel,” said Rick Harvey Lam, senior vice president for Luxury and Upscale Brands, global marketing, Accor Hospitality. “While travellers from China and India are leading the way, other markets such as Indonesia, Malaysia and the Philippines show a rising affluence among the middle-class, thus resulting in increased disposable incomes that now allow them to indulge in luxury products and services, including travel.”

Lam added: “We believe Asia is the perfect destination to take our luxury and upscale brands to the next level.”

Commenting on the appointment, Jae Soh, general manager of Publicis 133 LUX Singapore said: “Luxury consumption is fast changing, but we are confident that we can deepen Accor’s luxury credentials even further through the strategic use of social-media platforms.”

Lou Dela Pena, CEO of Publicis Singapore added: “Publicis 133 Lux has an immense heritage in luxury marketing. This, in addition to our understanding of the Asian market, will allow us to help Accor in amplifying their digital footprint in the luxury space.”

Accor recently launched several upscale hotels across Asia-Pacific including Sofitel So Singapore, Sofitel Bali Nusa Dua, Pullman Saigon Centre and Pullman Khao Lak Katiliya Resort and Spa.


Related Articles

Just Published

17 hours ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

17 hours ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

17 hours ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

17 hours ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.