Accor Disrupts Influencer Marketing By Turning Employees Into Brand Ambassadors

Fatikhatul Muizzah

Shifting the paradigm for influencer marketing, Accor Asia Pacific bucks social trends by elevating employee advocacy to the next level with its new initiative, #InstAccor. Recognising that employees form an integral part of the brand experience, Accor infuses authenticity to its social marketing strategy using first person, behind-the-scenes content generated by brand ambassadors, starting in five Asian destinations. #InstAccor will take place from 6 August to 4 September 2019.

With over 1,100 properties in Asia Pacific, Accor kicks off the innovative marketing campaign this August with five #InstAccor influencers from luxury properties across Singapore, Yogyakarta, Hanoi, Bangkok and Hong Kong. Each influencer will take over Accor's Instagram account to share their personal insights on destination highlights, interesting activities at their respective hotel as well as the company culture.

For two days each week, an #InstAccor influencer will engage with followers, who are passionate about travel, lifestyle and food & beverage. The content strategy will focus on local travel tips such as key attractions, hidden local gems, regional cuisine, street food and festivals while showcasing personal moments from their daily work life. This rare access to the heart of each hotel provides precious sneak peeks into a typical day in the life of an Accor professional.

The campaign started on 6 and 8 August 2019 when Bannie Kang, Head Craftsman at Fairmont Singapore and Swissôtel The Stamford Singapore, piloted the #InstAccor campaign. Recently awarded the World Class Singapore Bartender of the Year 2019, Bannie is an influential voice for the local food and drinks scene. Being an avid foodie, Bannie enjoys exploring Singapore's markets during her free time. Through these journeys, she draws creative inspiration from the sights and sounds of the Lion City and its multi-cultural influences for her work. Followers of Accor's Asia Pacific Instagram account were treated to Bannie's foodie recommendations, her daily highlights at work and insider tips on how innovative cocktails are crafted.

Following Bannie, Fatikhatul Muizzah from the Front Office team at Grand Mercure & ibis Yogyakarta Adisucipito takes over from 13 to 14 August 2019. Affectionately known as Atika, she is a budding photographer with a keen eye for travel hot spots. With a special interest in local street food and the party scene, Atika will spin a different angle on life in Yogyakarta.

Representing the charming capital city of Vietnam is Linh Phan from the Front Office team of Hotel de L'Opera Hanoi – MGallery. From 19 to 20 August, Linh Phan will showcase the style, stories and allure of her hometown. A book lover who appreciates music and the arts, Linh Phan will use #InstAccor as her canvas to paint her interpretation of Hanoi.

Tamaryn Cooper from the Food & Beverage team at Sofitel Bangkok Sukhumvit takes over 27 to 28 August 2019. With her right arm bearing the striking tattoo of tamarind seed pods as a tribute to her name, Tamaryn mastered the art of mixing mayonnaise under the guidance of head chef Nicolas Basset. She is the official Maitre Mayonnaise for Belga, the first and only Belgian restaurant in Thailand. Tamaryn loves Japanese Anime. In her spare time, she is learning the language to indulge in her passion to the fullest. #InstAccor followers will experience Bangkok from a refreshing perspective through Tamaryn's eyes.

Wrapping up the first series of the campaign is Hannah Yiu from the Loyalty Team at The Park Lane Hong Kong, A Pullman Hotel. A sneaker-wearing travel Vlogger, Hannah's curious nature will add a different spin to the Fragrance Harbour. Her love for the great outdoors and healthy lifestyle makes Hannah a captivating storyteller.

In today's digital era, consumers are overloaded with information from thousands of brands. To build authentic connections and inspire trust, Accor personifies its brand story by using voices of genuine people who live and breathe the corporate culture. Through #InstAccor, these Accor influencers act as credible sources of authentic local experiences while embracing the company's core values.

#Instaccor will be deployed every quarterly, giving talent from across Asia Pacific an opportunity to showcase their local destination.

Follow their stories at AccorHotels_APAC on Instagram. For more information, please visit: www.accor.com

The #InstAccor campaign schedule is listed below:

• Fatikhatul Muizzah, Front Office team at Grand Mercure & ibis Yogyakarta Adisucipito (13-14 August 2019)
• Linh Phan, Front Office team at Hotel de l'Opera Hanoi, MGallery (19-20 August 2019),
• Tamaryn Cooper, Food & Beverage team at Sofitel Bangkok Sukhumvit (27-28 August 2019); and
• Hannah Yiu, Loyalty team at The Park Lane Hong Kong, A Pullman Hotel (3-4 September 2019)