Contract, Chennai, has
bagged the creative duties for Chennai's five-star luxury hotel, the Accord Metropolitan. The pitch, held in November, had four other agencies in the fray, the names of which could not be ascertained. The media duties will be handled in-house by the Accord Metropolitan. The size of the business is pegged at Rs 1.5 crore.
Confirming this news to agencyfaqs!, PJ Mammen, executive director, Accord Metropolitan, says, "Contract is the first agency that we have signed on since the hotel's inception in April this year. Contract will help build the Accord Metropolitan as a brand and give it a distinct identity. We will be working with the agency to boost our marketing and sales efforts in addition to brand building."
Adding to that, Bimal Nair, senior vice-president and branch head, Contract, Chennai, says, "In our strategic presentation, we positioned the Accord Metropolitan as a hotel meant for the executive business class. The hotel has a number of unique services of which people need to be made aware."
Nair continues, "For instance, hotels generally have arrangements for pick-ups from the airport to the hotel, but this one offers the unique service of a pick-up from the airport to the person's office, as most businessmen need to go directly to their offices after landing. We plan to partner the hotel in popularising these services."
The media mix for the campaign will involve mainly print, which will comprise 70 per cent of the budget. This will be followed by direct mailers, outdoor, interactive programmes with airlines and events such as New Year's Night, wherein the hotel will organise a play in the hotel over dinner for its guests on New Year's Eve.
For the record, the Accord Metropolitan is a five-star hotel that commenced operations in Chennai in April 2005. It plans to expand its set-up to Coimbatore and Pondicherry by January 2006. The hotel has around 162 rooms and caters primarily to the business executive/ professional.
© 2005 agencyfaqs!