Accor hotels

Another example of work I’ve done that spans multiple markets and languages. Accor Hotels are the largest hospitality group in Europe and own a chain of brands from Raffles & The Savoy at the luxury end of the market, down to Mercure, Novotel & ibis at the mid-price & budget end. I’ve overseen a substantial chunk of their brands’ creative output since Autumn 2021, covering everything from social, digital and web content through to point of sale and posters. This involves both writing the copy myself, overseeing our team in the UK or our writers in Europe and ensuring it’s fit for purpose across several European markets. Because it’s a strongly character-count driven process (right down to having to write copy into Excel spreadsheets) this adds another challenge on top of making sure our copy is right for the nuances of different markets. And because every brand has its own tone of voice, from the Eurochic elegance of our luxury brands to the street-level funkiness of ibis Styles (no relation to Harry), I also need to ensure we’re keeping clear blue water between every brand and protecting each one’s unique brand DNA.