Destination marketing communications agency Fox Kalomaski is to support the opening of Accor’s 100 new Etap hotels in the UK.
A launch campaign for the opening of hotels in Birmingham, Glasgow, Sheffield, Cardiff and Leeds will follow the development of a positioning for the brand.
Room rates will start at £32 a night in Cardiff, Leeds, Glasgow and Sheffield; £35 in Birmingham and £44 in London.
The campaign proposition is ‘Don’t pay more – be smart, stay smart’, visually exploiting familiar hotel room features to promote low prices.
It will run nationwide, with outdoor, radio, taxi and online advertising.
The company’s managing partner Gary Jacobs said: “Etap is French for stopover. The concept comprises a hotel with en suite rooms, uniquely positioned between budget hotels and independent B&B, and designed to bring a new customer base to the branded hotel sector.
“Etap standards and low price guarantee ensure that guests don’t get a nasty surprise when they book at peak times.”
Accor UK marketing and distribution director Roger Smith said: “Etap is already a high performing brand in France and Germany and I am confident that Fox Kalomaski, with their in-depth understanding of the travel and hotels business, will help us achieve the same level of success in the UK.”
by Phil Davies
