A new global ‘Hotels to Indulge’ campaign by Movenpick Hotels & Resorts kicks off today (Wednesday) including a partnership with French patissier Eric Lanlard.
A strategic media plan will focus on engaging audiences across social and digital channels, according to the Accor-owned Swiss brand.
The aim is to raise brand awareness, strengthen its premium positioning and enhance relevancy of Movenpick with core and younger audiences.
London-based Lanlard, who has worked with P&O Cruises and Virgin Atlantic, will run culinary events at hotels, starting in the UAE this autumn at Movenpick Resort Al Marjan Island in Ras Al Khaimah.
A three-month social media contest runs from October 1 while more than 45 hotels across Africa, Asia, Europe and the Middle East will promote a seventh annual ‘Kilo of Kindness’ appeal for donations of food, clothing or educational supplies to disadvantaged communities.
Accor chief brand officer Alexander Schellenberger said: “The campaign feeds off the brand’s philosophy of indulgence done right, which includes everything from the daily chocolate hour ritual at Movenpick hotels to the brand’s planet-loving initiatives that nourish our world.”
Lanlard added: “It is undeniable that food experiences while travelling create powerful memories.”