Novotel gears up for business push

Accor Group is lining up a major B2B marketing push for Novotel as it seeks to drive home its current rebranding as a high-end hotel chain. The hotel giant has just put £1.2m behind a UK consumer TV and press push under the tagline ‘Designed for Natural living’. “This is the first part of a strategic repositioning, as Novotel moves away from being a roadside hotel to a city centre brand,” said UK marketing manager Ian Butlin. “We have fantastic facilities, but we want both consumers and business users to see Novotel as somewhere to relax as well as work. We will track the consumer campaign and then roll out business-focused work in the early part of next year.” Butlin added that the “communication process” to decide the mechanics of the trade campaign had begun, but that details had yet to be finalised. He did state however, that he wanted to take Novotel away from relying on price-based tactical activity in the B2B market.

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