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As part of its international Brand marketing strategy, Accor is involved in sponsorship initiatives in the world of Sports and Entertainment. Sponsorship platforms are deployed with country marketing teams to enhance awareness and image of the brands, to create business development and public relations opportunities.
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Sofitel
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Sofitel, the luxury hotel brand of Accor, has chosen two sponsorship axes in sports and culture that reflect the brand's positioning and values.
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Sofitel and golf
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Aligned with a certain lifestyle, Sofitel shares the values of golf, which are a passion for details, a spirit of conviviality and a quest for perfection.
Sofitel is an Official Partner to the Evian Masters, the world's second biggest women's golf tournament, which is broadcast in 100 countries, as well as to Asian continental events on the Asian Tour, which extends across seven countries.
Around the world, Sofitel also supports national and international events:
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For professionals, like the Omega China Tour and the PGA (Professional Golfers' Association)of Germany.
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For amateurs, like the So Cup and Jamaï Cup in Morocco, the BMW Golf Cup in Belgium and Luxembourg, the Sofitel Biarritz Cup in France, and Pro-Am events in New Zealand and Argentina.
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From Marrakech to Angkor, China to Mauritius, Biarritz to the Fiji Islands, Sofitel invites amateur golfers to prestigious locations for remarkable events that combine unrivaled scenic beauty with outstanding greens. Golf is an original way to discover extraordinary destinations and live the Sofitel experience differently.
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© 2007 World Sport Group Ltd
© DPPI
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Sofitel and the Cinema
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Emotion, entertainment and culture are values that Sofitel has in common with cinema.
Luxury hotels have always inspired and welcomed the greatest directors. The Sofitel Old Cataract in Aswan, Egypt, for example, was the setting for the movie version of Death on the Nile, based on the novel by Agatha Christie. Sofitel's relations with films date back to the earliest days of motion pictures. The first public film screening was held by the Lumière brothers at the Sofitel Scribe in Paris in 1895.
For all of these reasons, Sofitel has made the movies a strategic priority for its international communication, signing a sponsorship agreement in 2007 with Unifrance, the organization that promotes French cinema around the world. Sofitel actively supports Unifrance at leading film festivals and other international cinema-related events in Berlin, Zurich, Cannes, Rome, New York, China, Toronto and Vietnam.
www.sofitel.com
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Novotel
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Novotel tailors its sponsorship strategy to its host regions.
In Europe, where football is the most played, most popular and most televised sport, Novotel is the Major Partner to Olympique Lyonnais, France's leading club, which has won the French Championship six years in a row and takes part in the UEFA Champions League. Novotel also partners the Danone Nations Cup, the world's top football tournament for children age 10-12, with more than 2.5 million participants in 40 countries.
In Asia, Novotel sponsors the AFC Champions League, which brings together 28 teams from seven countries.
In France, where the brand has a network of 123 hotels, Novotel is an Official Partner to the Open de France golf tournament, the second biggest event on the European pro circuit. It is also an Official Supplier to the French Golf Federation...
In the Pacific region, Novotel has been involved in major sports sponsorship programs for nearly ten years, under the "Novotel: Home of Sport" banner. In Australia, the brand supports the national swimming and track & field teams, the National Basketball League and professional rugby teams, as well as a number of athletes, including Ben Kersten (track cycling), Julia Moriarty (tennis), Lote Tuqiri (rugby) and Myriam Glez (synchronized swimming). In New Zealand, Novotel supports professional rugby teams and an athlete who is also an employee: Stuart Farquhar (javelin).
www.novotel.com
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© FEP / Panoramic
© DPPI
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Mercure
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Mercure hotels pursue sponsorship initiatives involving sports that are a vital part of a country or region and the performing arts : concerts, dramatic productions, musical comedies, etc...
In France, for example, Mercure is an Official Supplier to the National Rugby League, which embodies the values of professionalism, team spirit, hospitality and local roots.
In Australia, the Mercure hotels supported a five-city tour of the musical comedy Miss Saigon and Billy Elliot.
www.mercure.com
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© Presse Sports Biarritz-Montauban
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Etap Hotel
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Since 2006, Etap Hotel has been an Official Supplier to the Tour de France cycle race, the third most important international sports event, after the Olympics and the FIFA World Cup.
For the race, the brand organizes special events in its 280 hotels and operates a promotional caravan.
www.etaphotel.com
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Motel 6
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© Coutesy
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In the United States, where bowling is one of the most popular leisure activities and 75 million people participate in the sport, Motel 6 is the Official Lodging Partner of the Professional Bowlers Association.
It is also the Official Motel for the National Hot Rod Association, which organizes 23 dragster races a year that are watched by more than 70 million television viewers.
www.motel6.com
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Ticket Restaurant
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Since 2006, Ticket Restaurant has been an Official Partner to Olympique Lyonnais, France's leading club, which has won the French Championship six years in a row and takes part in the European Champions League.
www.ticketrestaurant-ol.fr
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© FEP / Panoramic
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Accor and the Olympic Games
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Accor is an Official Partner to national Olympic committees and Olympic teams in France, Australia and New Zealand. Various initiatives to support Olympic teams are held in each country, such as contests on the accorhotels.com website to win trips to the Games.
In Australia, this competition is organized from March 1 to May 31.
During the 2008 Olympics in Beijing, the French Olympic Committee will operate a Club France site at the Novotel Beijing Xinqiao, where celebrations will be held for medal winners. In addition, the Australian Olympic Committee will be accommodated at the Novotel Beijing Peace.
www.accorhotels.com
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© Russell Meek 2008
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Brands’ sponsorship strategies are complementary to the services catered for the sports and entertainment:
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dedicated contacts at Accor Hotels Sales Department, who centralize availability research, rates negotiations, bookings, invoicing in Accor hotels worldwide,
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relations developed by Accor establishments in each city and country.
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