LUTÉTIA LE DISCRET by Betwin for Concorde Hotels & Resorts

Adsarchive » Promo , Case study » Concorde Hotels & Resorts » LUTÉTIA LE DISCRET


Pin to Collection
Add a note
Industry Hotels & Resorts
Media Promo & PR, Case study
Market France
Agency Betwin
Creative Director Max Guena
Art Director Pierre Deletang
Copywriter Emilie Lemaignen
Released February 2012

Credits & Description

Category: Travel, Tourism & Leisure
Product/Service: HOTEL & TOURISM
Agency: BETWIN
Chief Executive Officer: Ariel Ohayon (Betwin)
Creative Director: Max Guena (Betwin)
Head Of Strategy: Isabelle Toutain (Betwin)
Copywriter: Emilie Lemaignen (Betwin)
Art Director: Pierre Deletang (Betwin)
Vice President Sales/Marketing: Françoise Houdebine (Concorde Hôtels/Resorts)
Chief Executive Officer: Jean-Luc Cousty (Hôtel Lutetia)
Project Manager of Social Media/E-Commerce: Céline Malka (Hôtel Lutetia)
Public Relations Manager: Valérie Antomarchi (Hôtel Lutetia)
Media placement: Teasing E-Mail - Internet - 16 February 2012
Media placement: PR Private Event - At The Lutetia - 23 February 2012
Media placement: Thanking E-Mail - Internet - 24 February 2012
Media placement: Brand Content Blog - Internet - 23 February 2012 - On Going

Summary of the Campaign
Willing to modernise its image, Lutetia Hotel asked us to create a blog conveying its DNA without providing a substantial budget, a challenging situation, as blogs do not emerge without one.

We decided to create an exclusive branded content listing every confidential 'must-do' in Paris to associate the travel territory with a lifestyle 'approved' by the Lutetia. To maximise the PR activation’s impact, we decided to personify this particular blogger.

'The Discret' was born.

This mysterious character, aware of every place to be, exhibition to attend, every restaurant to eat at, choose to share his journeys with only selected persons to keep his recommendations qualitative.

Hype journalists and bloggers were invited to meet him in a suite of the Lutetia, one by one, through a teasing e-mail. When they arrived, only his best friend Hubert was present. 'The Discret' had already left. During these meetings, he explained how 'The Discret' loves and travels through Paris looking for every secret of this beautiful city and how he writes down all his confidences on the blog, every Friday.

More than 50% opened the teasing e-mail, 31 came to the meeting, 25 wrote long articles on their blogs, tweets and Facebook statuses about their experience to their approximate 90,000 audience. The blog was visited 2,000 times the first week, and 8,000 across the first month.

They all outlined the magic of this PR operation with the Online/Onlife link and the mystery created around 'The Discret'. Since then, they all dream of meeting 'The Discret'.

The Situation
112 years after its creation, Lutetia Hotel remains the epitome of a particular French way of life and represents the historical heart of Paris' 6th district. It belongs to that league of major international hotels that have always been visited by seasoned travellers, epicureans, artists and daring creative types. The Lutetia needed to pay caution to its ageing image and its absence on the digital sphere. Therefore, they decided to create a brand content blog in order to remain legitimate as THE hotel of Paris 'Rive Gauche', but in a modern way and with a small local budget excluding media.

The Goal

We needed to guarantee the consistency of the operation with Lutetia’s brand equity. Their main objective was to exist and emerge on the internet in a prestigious and luxurious position. Moreover, they required us to secure their prestigious customers loyalty and start creating a strong link with prospects to become the 'lung' of Paris 'Rive Gauche'.

The Strategy
To position itself naturally as a specialist of the internet, the strategy was to fully lean on blogs' codes: publish new content regularly, set a particular tone and be a human author. From these bases, we created exclusive cultural contents of typical must-do in the south of Paris, published every Friday, advised by an enigmatic and charismatic invented character, named 'The Discret'. The tone used is very poetic and lyrical to match with the confidential must-do targeting-hype people. In order to provide a PR dimension to the operation, we decided to create mysteries around his existence through a permanent digital teasing towards a qualitative selection of influential luxury and travel bloggers and journalists. To conclude, the PR strategy was to set 'The Discret' as a discreet real human being digitally but as a shadowy fictional character in real life, known by everyone but unseen.

The first step was to create an initial digital link with the target. That is why an enigmatic character, named 'The Discret', sent them teasing e-mails. He presented himself as a secret lover of their blog and as an expert of Paris' undisclosed stories. He invited each of them to meet him in a suite of the Lutetia, alone or with a friend on February, the 23rd.

The second step was to connect the digital with the real life through a 'physical' meeting at the hotel. When bloggers knocked on the door, Hubert, his best friend, opened. 'The Discret' has already left the hotel. Hubert told the visitors about 'The Discret', his love of Paris, of undisclosed places and he showed them videos about French famous artists talking about him.

Finally, Hubert gave them a free branded USB card to enjoy a free cocktail at the bar, throughout the year, every Friday.

Documented Results
The teasing e-mail was addressed to 78 bloggers and journalists. The objective was, at least, to have 16 people coming to the event. 31 finally came. This represents 40% of the invitations sent. Hubert welcomed his visitors from 12.30am to 10.30pm, non-stop. They stayed with him for 10 minutes to an hour, which proves the interest people had in the experience. Moreover, some visitors expressed the will to test the concierge service after their meeting.

100% of the visitors talked about their experience on their social networks and 85% wrote long articles with pictures and branded videos. The PR event was exposed to 90,000 audiences. It is important to outline that when a blog is launched, it generates a hundred visits at most per month. The PR operation helped generate 2,000 visits the first week and more than 8,000 visits the first month with an average time spent on the site of 2 minutes.